Jif Peanut Butter

Peanut butter is a ubiquitous household staple. So the question we were posed with is: how do we capture attention with something as simple as peanut butter?

We transformed JIF into THIF, a mirror of the pronunciation of “JIF” with a mouthful of peanut butter. Even without words, we were able to capture the love peanut butter brings us. The joy of enjoying peanut butter is a universal experience so we aimed to capture genuine moments of people savouring a spoonful of the creamiest, thickest, and tastiest peanut butter and telling us all about it. Or at least try to, we know it can be hard to get the words out.

 Partner – Elaina Bradley