The challenge was to take a "stale brand," a brand that was and still is a giant, but is having a tough time gaining traction in an evolving world. 

We were assigned JIF Peanut Butter 

Campaign Summary: 

Complete Campaign Overview with Creative: 

Print: 

Product Extension: Another stipulation of the project was that we must develop a product extension for our brands

We decided that if anyone needed a time out, it was our overworked mothers 

Each beer also includes a brief word of "caution" from a too choosey mother 

Fitbit App: 
More than two thirds of millennial moms use some sort of fitness tracking device, so we created a special FitBit app that helps moms track all of their best mom moments: walking with a stroller, lugging kids and their requisite fleet of stuff around, bouncing a baby up and down for hours, etc.
Just a little daily reminder from Jif that every little bit counts, just like in our peanut butter. 

Copywriter: Emily Hovis
Art Director: Shelby Lemons
Strategist: Christian Clay 
Experience Designer: Bryan Mortenson 
Creative Brand Manager: Alex Whitman