Publicis Takes Different Tack In New Campaigns For Jif, Smuckers

With help from Publicis Groupe agencies, J.M. Smucker Company is relaunching two iconic brands, including its namesake brand and Jif. 

Although each campaign was developed separately, both are under the same roster of shops, including Publicis New York, Zenith, MSL, Digitas and Moxie. 

“When we won The J.M. Smucker Company business, we were tasked with delivering a creative transformation," says Andy Bird, Chief Creative Officer, Publicis NY. "But when you’re dealing with such iconic brands, you have to be really thoughtful. It was an incredible process from start to finish.” 

Jif's "That Jif'ing Good" campaign shifts from the traditional mom-focused creative to update the peanut-butter brand’s image.with humor.

One ad shows a woman racing from alien ships into a bunker. When she discovers the peanut butter stocked in the basement isn’t Jif, she risks life and limb, running to a supermarket to find some Jif. Thus, the tagline “That Jif’ing Good." 



Another new Jif ad can be seen here. The campaign launches tomorrow on NBC' "Today" show. The media strategy includes linear TV, premium and programmatic online video and display channels, along with paid social and paid search. 

The social assets across Facebook, Instagram and Pinterest will be placed during hunger moment, specifically, lunchtime, mid-afternoon snacking and late night. Jif will also be partnering with content creators and influencers to humorously challenge what people would do for a jar of Jif peanut butter.  

Concurrently, Smucker’s, the company's namesake brand, is rebooting with a more whimsical message. 

"Father Nature" introduces a modern father who is married to Mother Nature by showing him in everyday moments, such as preparing his daughter's snack. He brings a father’s love and a little magic to the process. Sample the work here and here.  Ads continue to feature the “With A Name Like Smucker’s It’s Got To Be Good” tagline. 

The Smucker’s campaign, also debuting tomorrow on NBC's "Today," will air across linear TV, premium and programmatic online video and display channels, along with paid social and paid search. 

Also, “Father Nature” will have his own Twitter handle to help drive further connection to this character.

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