Jif launched “Every Jif’ing Thing,” a campaign that demonstrates different ways to use the product beyond sandwiches. The J.M. Smucker peanut butter appears in just 4% of total snacking occasions. The opportunity and the problem are the same thing: enormous brand recognition, almost no usage beyond a single occasion.
A 60-second hero reimagines the brand’s iconic red, blue, and green logo as a variety of actions — including “dip,” “sip,” and “mix” — that speak to other use cases. The ad is soundtracked to a remixed version of classical epic “O Fortuna.” The Latin lyrics were rewritten about peanut butter. A full choir performed them.
Most consumers (85%) could recognise the Jif logo by its red, blue, and green stripes, but mostly associate the brand with peanut butter and jelly sandwiches. The campaign uses that recognition as the entry point, then redirects it. The familiar logo reappears on a mock cooking show, in a content creator’s peanut butter ramen video, across smoothies and protein bowls. Marketing Dive
- The campaign runs across broadcast, streaming, online video, Meta, TikTok, and Pinterest. Developed by PSOne, Publicis’ bespoke solution for J.M. Smucker, with creative led by BBH USA Marketing Dive
- “Jif’s logo is so recognisable that changing it felt almost forbidden, which is exactly what made the idea fun,” said Yohan Daver, executive creative director at BBH USA Marketing Dive
- A refreshed visual identity also launches alongside the campaign Marketing Dive
- J.M. Smucker plans to spend almost $500 million on marketing in fiscal 2027 — around a $30 million year-on-year increase Marketing Dive
High recognition with narrow usage is a specific brand problem and it needs a specific creative solution. Jif didn’t need to make more people aware of peanut butter. It needed to make existing fans aware of more occasions to use it. Turning the logo itself into a range of verbs is a direct answer to that brief: the asset you already own becomes the argument for why you belong in more moments.
