Jif: The Merger America Craved

Shortlist Award

The Merger America Craved

Jif

United States

2025

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Entrant Company

BBH USA

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Media

Category

Film

Kraft & Heinz. Exxon & Mobil. IPG & Omnicom. When two titans of industry merge, it’s a big deal. We’re talking about moving markets, think pieces on LinkedIn, get-talked-about-24/7 type of big deal. So when Jif merged their peanut butter with chocolate, we treated Jif’s new product launch like the big business mergers that dominate headlines. That’s right—we shook up the snack sector with an integrated campaign that felt like an authentic business deal across every touchpoint. Titled The Merger, our campaign dramatized The Peanut Butter Group and Chocolatey Corp. merging to form PBC Inc. and release Jif’s Peanut Butter & Chocolate Spread. But it was our film—utilizing snappy dialogue and an original score—that allowed us to create what feels more like a business dramedy than a commercial.

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Credits

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