Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.”

JiF Peanut Butter
Written By On Strategy Showcase

Jennifer Baldwin
EVP, Strategy Director
Publicis, New York

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Erica Roberts
Chief Creative Officer
Publicis, New York

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After decades of “Choosy Moms Choose JiF” the brand needed to redefine its platform. It was wholesome and targeted moms with young kids, but as many kids grew up, they weren’t growing up with JiF. So, how could a brand your mom served you as a kid now be the brand you choose for yourself?

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