Jif Masterbrand & Innovation Shopper Guidebook

Role: Conceptual to Execution

Task: Leverage the current Jif’ing Good campaign to develop a Shopper Guidebook for Jif Core, Squeeze and No Added Sugar.

Barrier: As the nut butter category continues to expand and young families evolve (i.e. kids becoming teens, changing dietary needs, etc.), shoppers are losing loyalty and choosing PB based on factors like price rather than quality or taste

Strategy: Enjoy the Irresistible Possibilities

Discover the Jif’ing Good delicious taste you know and love, of fresh-roasted peanuts, anyway you like it.

Concept 1

Jif’ing Good for Everybody

Truth is we all Jif a ‘lil different. Some spread that fresh roasted goodness with a knife. Others scoop it with a spoon and yes there are those of you who go in with your fingers (we see you, no judgment). Some like it in their cookies, others squeeze it into shakes and those who just have to have it with PICKLES?!!?! (again, no judgement). We’ll show how, from soccer moms to tiny tots, health nuts to couch potatoes, Jif fits into different lifestyles and is jif’ing good for everybody.

Concept 2

Make it Jif’ing _

You’d be hard pressed to find another peanut butter that tastes half as good as Jif on the market. To put it humbly, we taste that jif’ing good. But it’s not just in the taste department that Jif scores top points. We also make stuff Jif’ing wholesome, Jif’ing convenient, Jif’ing nutritious, Jif’ing handy, Jif’ing ….you get the gist. We will show shoppers the other ways Jif is a total jif’ing package that will plus up anything it is added to.