At a Glance

  • Jif launched its "Every Jif'ing Thing" campaign on Monday, showcasing the many ways peanut butter can be enjoyed beyond sandwiches. According to materials obtained by Marketing Dive, this J.M. Smucker brand accounts for only 4% of all snack consumption occasions.
  • A 60-second hero ad reimagines the brand's iconic red, blue, and green logo as various actions like "dipping," "drinking," and "stirring," corresponding to different usage occasions. The ad features a remix of the classical piece "O Fortuna."
  • The campaign will run across broadcast TV, streaming, online video, Meta, TikTok, and Pinterest, developed by PSOne, a team customized by Publicis Groupe for J.M. Smucker, with creative led by BBH USA.

Deep Dive

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

To break free from this childhood classic pairing, Jif transforms its three-letter logo and tri-color emblem into various usage forms, including dips, snacks, and ingredients for smoothies, protein bowls, and pasta dishes. The 60-second ad also shows the brand appearing in mock cooking shows and content creator videos.

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

"Jif's logo is so iconic that altering it almost feels like a taboo, and that's what makes this idea fun," said Yohan Daver, executive creative director at BBH USA, in a statement. "Reimagining 'O Fortuna' with a full choir gives this versatility a grand and unexpected presentation."

Beyond the ad campaign, Jif will also unveil a refreshed visual identity system. The brand partners with Zenith for media and paid social, Digitas for social creative, Saatchi X for e-commerce, and MSL for PR and influencer marketing.

Jif has previously made multiple attempts to expand its role in consumers' lives, including the "Save the Celery" campaign launched with the 2024 Super Bowl, encouraging consumers to pair the often-overlooked celery with peanut butter. That same year, the brand also launched a campaign for its peanut butter chocolate spread, parodying the style of HBO's hit series "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 (starting May 1), the company plans to increase marketing spending to approximately 5.7% of net sales, approaching $500 million, an increase of about $30 million from the prior year, executives said on an earnings call.

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