Jif: The Lil Jif Project

Peanut butter brand Jif grew sales and market share in the US with a three-stage media strategy, encompassing TikTok, TV, OLV, outdoor, social, search and audio on Spotify.

How old-school rap helped America's favorite peanut butter reverse a declining sales trend and hit a 10-year market share high


After decades of growth, America's favorite peanut butter hit tough times.

Undermined by private label and outspent by rivals, sales slipped into decline. At the same time, Jif was losing pre-family adults, who saw it as a brand from their past. It wasn't relevant to them today.

We needed to get them back.

Historically, we'd avoided 'edginess' for fear of alienating family audiences who were the bedrock of Jif's success. But with falling numbers – down $18.2million in two...

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