Humanaut Gets Friendly for SunButter’s Jammies Crustless Sandwiches

Advertising agency and brand production studio Humanaut is launching an awareness campaign for SunButter’s new Jammies Crustless Sandwiches. The work is considered a campaign extension because it leverages the original 'Spread Some Sun' message Humanaut created in 2020 for the jarred sunflower-seed spread, which is marketed as an alternative to peanut butter. Ads are running on paid social OTT/CTV with emphasis on locations where Jammies can be found in key-store retailers - such as Wegmens, Hy-Vee, Meijer, Kroger, H-E-B and BJ’s - to drive trial.

Nutrient-dense Jammies Crustless Sandwiches are whole-grain bread loaded with nut-free, protein-rich (seven grams per sandwich) sunflower-seed butter and jam-packed with real-fruit jellies. The healthy, delicious and convenient snacks are perfect for a kid’s lunch. They’re available in strawberry and grape options.

A 30-second spot starts out by reminding people how SunButter is making the world a healthier and happier place and highlights the versatility of Jammies by showcasing them in fun and wacky-use cases in the colourful Spread Some Sun universe. 'School friendly,' 'Work friendly,' 'Coat friendly,' and 'Boat friendly' are some of the concepts depicted. Along with the 30-second hero ad, Humanaut created a :15, a :07, five paid static ads for social, three GIFs, and seven high-resolution stills/screenshots.

“We wanted to show off SunButter’s newest snack-o-vation in a really fun way,” said creative director Bethany Maxfield. “Portability, taste and the fact that they are free from several major allergens, like peanuts, all re-contextualised as the sandwiches are depicted as ‘friendly’ helps bring a lot of fun and energy to the work while still allowing us to show off the harder-working claims.”

“Jammies are actually friendly in a whole lot more ways, too,” said creative director Steven Preisman. “And what better way to spread some sun than by being friendly. Once the language was figured out, all we had to do was come up with interesting visual ways to represent these kinds of friendliness.” The ads were crafted in Humanaut’s onsite production studio.