Humans Can Smell Like Peanut Butter Dog Treats in 'Ultimutt' Collaboration

Milk Bone teams up with Jif to launch its latest work. Directed by Emmy and Directors Guild of America award winner, Tom Kuntz, the newest brand collaboration is an absolute 'ultimutt' treat: Milk-Bone Soft & Chewy Peanut Buttery Bites, made with the one and only Jif!

According to Yale, peanut butter is the second most recognisable smell in the world. According to your dog, peanut butter is their favourite human food. As every dog parent knows, there is nothing better than sharing your favourite things with your dog. For the first time ever, Milk-Bone, the dog treat that gives dogs unbridled joy, collaborates with the 'human treat' brand known for being 'That Jif’ing good.' Milk-Bone’s Soft & Chewy Peanut Buttery Bites are bringing two iconic brands together as the only dog treats made with real Jif, offering Jif’s irresistible taste and smell in a conveniently packaged bite.

PSOne, the Publicis Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, is debuting 'More Dog, A Collab That Makes Sense,' a 360° campaign that is a treat for all five senses. Milk-Bone’s 'More Dog' campaign takes on pop culture trends and tropes to remind us that our bond with our dogs makes everything better, and in this new chapter, Milk-Bone is taking on product collaborations. 

The latest iteration of 'More Dog' transports both two-legged and four-legged fans into an absurd peanut butter paradise. Directed by Emmy and Directors Guild of America award winner, Tom Kuntz, the short film immerses audiences in a fantastical world where humans can smell like peanut butter dog treats, thanks to the new Milk-Bone X Jif scented fragrance. As the fragrance model realises how preposterous the perfume is, she smashes it against a wall. She then replaces her model merchandise with the real Peanut Buttery Bites, transforming her stereotypical fragrant world into a peanut butter heaven for both dogs and humans.

“We have a long history working with these two iconic brands, so when they told us they were releasing a product together it sounded like the most epic collab imaginable to us,” said Peter Defries, senior vice president, group creative director, BBH USA. “Both brands’ advertising plays heavily into absurdity, so it felt like a natural progression to draw attention to the absurd nature of collab culture and be completely, unapologetically self-aware about it.”

“Nothing is more real than the unbridled joy that Milk-Bone unleashes between humans and dogs,” said Gail Hollander, CMO, The J.M. Smucker Co. “Milk-Bone Soft & Chewy Peanut Buttery Bites give your furry best friend a convenient, delicious way to enjoy his human’s favourite Jif Peanut Butter. Our partners at PSOne have captured the irresistible essence of this crave-able collaboration with the ‘More Dog, A Collab That Makes Sense’ creative campaign.”

In addition to the short film, the campaign includes 30-second and 15-second spots for TV, online video, display, search, and in-store for Walmart customers, with influencer partnerships, social, and a national TV buy expansion in February 2025 once the product is available in all major retailers nationwide. 'More Dog, A Collab That Makes Sense' is the fifth instalment of the ‘More Dog' campaign.