At a Glance

  • Jif launched its "Every Jif'ing Thing" campaign on Monday, showcasing various ways to use the product beyond sandwiches. According to details obtained by Marketing Dive, the J.M. Smucker-owned peanut butter accounts for only 4% of all snacking occasions.
  • A 60-second hero ad reimagines the brand's iconic red, blue, and green logo as actions like "Dip," "Drink," and "Stir," corresponding to different usage occasions. The ad's soundtrack is a remix of the classical piece "O Fortuna."
  • The campaign will span radio, streaming, online video, Meta, TikTok, and Pinterest, developed by PSOne (Publicis' custom team for J.M. Smucker), with creative led by BBH USA.

Deep Dive

Jif's latest move leverages the brand's high recognition, turning it into a vehicle to guide new peanut butter consumption occasions. According to data shared by the company, 85% of consumers recognize the Jif logo by its red, blue, and green stripes, but most associate it only with peanut butter and jelly sandwiches.

To break out of that childhood classic scenario, Jif reinterprets its three-letter brand mark and tri-color logo into multiple ways of eating, including dipping, snacking, and as an ingredient in smoothies, protein bowls, and pasta. The 60-second ad also places the brand in a mock cooking show and makes it the subject of content creators' videos.

The creative soundtrack is an adaptation of "O Fortuna," the classical piece re-lyricized with product-descriptive lyrics. The original, composed by Carl Orff, has appeared in films, TV, and ads for brands like Gatorade and Domino's.

"Jif's logo is so recognizable that altering it almost feels like a taboo, and that's the fun of this idea," BBH USA Executive Creative Director Yohan Daver said in a statement. "Reimagining 'O Fortuna' with a full choir gives this versatility an epic, unexpected treatment."

Beyond the campaign, Jif will also roll out a refreshed visual identity. The brand works with Zenith for media and paid social, Digitas for social creative, Saatchi X for e-commerce, and MSL for PR and influencer partnerships.

Jif has previously tried to expand its role in consumers' lives, including its "Save the Celery" campaign tied to the 2024 Super Bowl, encouraging consumers to pair often-overlooked celery with peanut butter. In 2024, the brand also promoted its peanut butter chocolate spread with an ad parodying HBO's hit show "Succession."

J.M. Smucker reported in June that net sales for fiscal 2026 were $9.1 billion, up 4% year over year. For fiscal 2027, which began May 1, the marketer plans to spend about 5.7% of net sales (nearly $500 million) on marketing, an increase of about $30 million from the prior year, executives said on an earnings call.

"Spending will be fairly balanced throughout the year, but will start in the first quarter to support the portfolio," Chief Financial Officer Tucker Marshall said on the call. "We are committed to the portfolio and will continue to drive these marketing investments going forward."