Award-winning communications

Jif’s creative agency, Publicis’ PSONE, had an idea rooted in a timely, cultural debate between old vs new hip hop fans that would extend Jif’s That Jifin’ Good positioning, and came to us to validate and inform what would become ‘The Lil Jif Project’. 

We went deep with dedicated rap fans to ensure the message was respectful and authentic, while delivering key guidelines and guardrails to steer the creative, ensuring strong appeal, relevance and brand fit for rap & non-rap fans alike, with iterative creative testing huddles along the way. The result: Jif’s highest category share in 10 years, significant lift in social voice share, and attracting a younger audience. We also won the ARF David Ogilvy Awards Gold & Grand Ogilvy for it in 2022.