Peanut Butter and Chocolate Cause Chaos in the Business World in Jif Merger Spot

PSOne, the Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, debuts 'The Merger,' a 360° campaign that rivals the stakes of your favourite business dramedy. The latest iteration of 'That Jif’ing Good' follows the merger of two fictional companies: The Peanut Butter Group and Chocolatey Corp. The short film starring J. Smith-Cameron as the Peanut Butter Group CEO, depicts the merger of the century creating chaos in the business world, complete with a press conference, rivals accusing them of having a 'monopoly on craveability,' and a large Jif product reveal event straight from 'Spread Valley.'

A whopping 72 percent of Americans claim that chocolate lifts their moods, and chocolate spreads appeal to the young multicultural market who snack throughout the day. Jif is revolutionising the classic treat by making it snackable, and spreadable, for any time of the day. Jif’s new spread also contains 50 percent less sugar than the leading hazelnut spread with cocoa.

In addition to the short film, TV, video, radio, and social running nationally, other executions that bring 'PBC Inc.' to life include: 

• A full-page print ad in the New York Times is made to feel like a press release from the real PBC Inc. with the headline, 'The Merger America Craved.' 
• A New York Times online branded content article written from the perspective of one of their business reporters covering the merger
• A landing page mimicking an official website for PBC Inc., PBCincorporated.com, including a mission statement, CEO bios, and a company timeline.

“The Merger is so much more than just an impeccably executed and nuanced piece of comedy, it’s the front door to a hilarious big idea that keeps getting funnier the further you drill into the campaign. The PBC Investor Deck, the full-page NY Times announcement and our IRL IPO activation relentlessly go after the merger conceit,” said Erica Roberts CCO, BBH USA. “This idea doesn’t miss an opportunity to turn ‘every spoon holder into a shareholder.’”

“We’re constantly looking for new corners of culture for Jif to hack. And when we got the brief about two titans of taste combining to create Jif Peanut Butter and Chocolate Flavoured Spread, it allowed us to insert ourselves into the most unexpected corner yet: Big business mergers,” said Alan Wilson, SVP group creative director, BBH USA. “So, it was only natural that we enlisted J. Smith Cameron to head the high-stakes business drama to launch the delicious new product.”

“The launch of Jif Peanut Butter & Chocolate Flavoured Spread represents a significant milestone for the brand, marking the largest flavour innovation in over 10 years,” said Jessica Fair, senior director, integrated consumer experience, The J.M. Smucker Co. “In working with our PSOne partners, we set out to create a campaign that mirrored the innovative spirit of the product itself – exciting, impactful and designed to resonate with both our loyal Jif consumers and those who haven't yet discovered the brand's deliciousness."