Jif

What they asked us to do ...

Jif Peanut Butter has been pleasing peanut butter fans for more than 45 years and its long-standing tagline “Choosy Moms Choose Jif” delivers a powerful emotional connection to the consumer. Cohn & Wolfe and The J.M. Smucker Company saw an opportunity to bring the brand essence (choosiness) to life and invigorate this lunchbox favorite by involving kids, with the help of their parents, in taking peanut butter sandwiches to entirely new levels of creativity. 
 

What we did ...

The Jif Most Creative Peanut Butter Sandwich Contest™ was born.  Currently in its fifth year, the contest continues to gain equity by helping parents foster creativity in their children.
 

Our results ...

Through aggressive media outreach around the call-to-entries, national semifinalist online vote and winner announcement, contest publicity soared to record heights generating nearly 100,000,000 impressions, including placements in Family Circle, Women’s World and Quick & Simple.