
Jif Peanut Butter - Jif Squeeze "Gladiator" Social
Moxie work for Jif Peanut Butter / The J.M. Smucker Co. | December 2020–January 2021
We pitched a LOT of work for Jif, and the only one I was able to see through to completion before I left Publicis Groupe in February 2021 was the matching social campaign for the "Gladiator Arena" broadcast spot set to air in April 2021 for the new Jif Squeeze product line.
Our team had to take an in-progress broadcast spot and make compelling social content out of whatever we could, which made for a fun challenge.
"Would You Rather..." Instagram Story Poll
When I say that Jif social hadn't been very active AT ALL, this kind of low-lift activation blew their minds with the amount of engagement they received organically.
After starting the poll with the full, "Would you rather..." copy, we shortened it to the more text-friendly, "WYR" for two of the frames.





Art History-Inspired In-Feed Posts
"That Jif'ing good" was a tagline Jif had adopted in 2020, so we found a couple of ways we could work that into either post copy or in-feed headlines in a very tongue-in-cheek way.
Hughston had way too much fun Photoshopping Jif Squeeze into historical Roman art.


Jif GIFs
Because sometimes you need a good reaction GIF.




The Team
Scott Hunt, Creative Director, Peanut Butter Artist
Hughston May, Art Director
Orin Heidelberg, Copywriter
Some bonus content...

My history of drawing in Arby's Sauce was VERY helpful when we pitched using Jif Squeeze as a potential medium for making social content.

We originally pitched using Jif in a 3D printer as a unique social stunt (it had been done by individual content creators who had adapted 3D printers to work with food, but not one sponsored by Jif).
When we were asked to TRY making it work with Jif Squeeze for the "Gladiator Arena" social posts, I did.
And FAILED.
Jif Squeeze was just too creamy (and warm from my hands squeezing the package) to hold its shape for more than 30 seconds before it slumped into the mess above.
Wanna find me elsewhere?
Take a look at my cut paper artwork that has moved its way over to Instagram, or connect with me on LinkedIn.