Jif has stirred up excitement with its latest campaign, unveiling a new peanut butter and chocolate-flavored spread. This innovative product launch is creatively promoted through a short film inspired by the popular HBO series “Succession,” starring J. Smith-Cameron. This blog post delves into the details of the campaign and the new product, highlighting how Jif is tapping into pop culture to reach a broader audience.

The Inspiration Behind the Campaign

Jif’s latest marketing push leverages the iconic style and narrative of “Succession,” a show known for its high-stakes business drama. The campaign, titled “The Merger,” introduces a fictional deal between The Peanut Butter Group and Chocolatey Corp. Actor J. Smith-Cameron, who plays Gerri in “Succession,” takes on the role of the CEO of the Peanut Butter Group in this 90-second short film.

Crafting a Unique Story

The short film, created by PSOne and BBH USA, mimics the dramatic flair of “Succession.” From its soundtrack to its visuals, the campaign features power brokers, corporate lunches, and a Jim Cramer-like financial pundit. The storyline revolves around the fictional merger, which humorously includes a struggling banana business. This approach not only captivates fans of the show but also draws attention to Jif’s new flavor innovation.

Expanding the Campaign Across Multiple Channels

In addition to the short film, Jif’s campaign includes a full-page print ad in the New York Times styled as a press release, branded content in the newspaper, and a dedicated landing page for the fictional PBC Inc. The campaign’s reach extends across TV, video, radio, and social media, ensuring widespread visibility.

Targeting a Modern Audience

The new spread is part of Jif’s ongoing efforts to modernize its brand. Launched under the “That Jif’ing Good” platform, the campaign targets a younger, multicultural market. According to the brand, 72% of American consumers believe chocolate lifts their mood, a key insight driving this product launch. The spread boasts 50% less sugar than the leading hazelnut spread with cocoa, positioning it as a healthier alternative to Nutella.

Strategic Marketing and Cultural Relevance

Alan Wilson, senior vice president and group creative director at BBH USA, emphasized the campaign’s goal to insert Jif into unexpected cultural conversations. By blending the worlds of business drama and flavor innovation, Jif aims to appeal to both existing and new customers.

The Evolution of Jif’s Marketing Strategy

First launched in 2019, the “That Jif’ing Good” platform represents a shift from traditional marketing approaches to strategies that resonate with contemporary culture. The platform has successfully integrated elements of hip-hop and internet culture, contributing to the rejuvenation of the Jif brand.

Conclusion

Jif’s new peanut butter and chocolate-flavored spread is more than just a product launch; it’s a testament to the brand’s innovative marketing strategies. By tapping into the cultural zeitgeist of “Succession,” Jif not only promotes a delicious new product but also reinforces its relevance in today’s market. Keep an eye out for “The Merger” campaign across various media platforms and experience the fusion of flavors for yourself.