Jif “The Lil Jif Project”

Written By Tristen Sechi

In 2021, the best damn peanut butter on the planet needed to do more to win over younger consumers and increase our share in a category that was getting taken over by private label and Skippy brands.

Our mission was to get Gen Z peanut butter lovers to consider Jif despite being outshouted and outspent by its biggest rival.

We uncovered discourse brewing on social media between new school mumble rap and old school rap fans who joked that the new school style sounds like they’re rapping peanut butter in their mouths.

We took the cultural conversation on by challenging one of the greatest old school rappers, Ludacris, to rap with a spoonful of Jif in his mouth, and a new-age banger, “Butter.ATL” was born. The campaign led to the most successful TikTok challenge of all time, The #JifRapChallenge.

Ludacris kicked off the #JifRapChallenge with an epic TikTok video, rapping with a mouthful of Jif and inviting others to duet his video and spit their own peanut butter-fueled freestyle verses.

Instead of replaying the old CPG marketing playbook, we hacked a years-long debate, and by partnering with drivers of culture, moved the hip-hop conversation forward with a brand-new sound that people on both sides could agree was absolutely delicious.

Tristen’s Role

I was the social strategy lead on Jif for this project and oversaw the following:

  • Jif owned social channel and content strategy

  • TikTok challenge strategy, brief development, influencer identification and creative review

  • Community management strategy

  • Crisis communications strategy

  • Talent social strategy and liaison with Ludacris and Gunna

Results

  • Despite a category contraction, Jif boosted share by 3.4 pts at the expense of competitors, giving it the highest category share in over 10 years.

  • Jif exceeded the goal by 5 points to completely overtake Skippy and more than doubling Skippy’s share of voice during the campaign.

  • A 41% increase in Organic Website traffic was recorded as a result of the new TV/OLV T1 campaign launch in the first seven weeks.

Awards

2022 Cannes - Entertainment Lions - Gold 
2022 Cannes - Entertainment Lions - Silver 
2022 Cannes - Entertainment Lions - Silver
2022 Cannes - Film Lions - Silver
2022 D&AD - PR - Yellow Pencil
2022 D&AD - Digital - Graphite Pencil
2022 D&AD - Media - Graphite Pencil
2022 D&AD - Entertainment - Wood Pencil
2022 D&AD - Social - Wood Pencil
2022 Andy Awards - Idea - Gold
2022 Clios - Creative Effectiveness - Silver
2022 Clios - Integrated - Bronze
2022 Clios - Branded Entertainment - Bronze
2022 One Show - Integrated - Bronze

Tristen Sechi
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Jif “Save the Celery”