In the US, peanut butter is stuck in a rut. It’s an ingredient in peanut butter and jelly, aka PB&J. But Jif wants America to know there’s so many more ways to use peanut butter – and so many more reasons to buy it. Currently, peanut butter is only used in 4% of snacks.

So BBH USA has transforms Jif’s famous red, blue and green stripes into invitations to DIP, SIP, MIX,  and more, in a campaign called Every Jif’ing Thing, that inspires people to try creamy peanut ramen noodles, peanut butter nachos, peanut butter oatmeal, peanut butter ice cream…

The campaign, developed by PSOne, the Power of One solution for The J.M. Smucker Co. and creatively led by BBH USA, includes a refreshed visual identity that modernises the tri-colour banner and packaging to reflect the many ways people can enjoy the brand. The full campaign covers broadcast, streaming, TV, online video, Meta, TikTok, and Pinterest.

The campaign film is a cinematic anthem to peanut butter versatility, is a wild new version of Fortuna, one of the most famous classical works ever,  re-recorded with a full live choir, and new lyrics to celebrate all the different ways you can enjoy Jif.