Lil’Jif Project

Featuring: Ludacris, Gunna + ABV Gallery’s @Aesek.

The Challenge:
Jif is the peanut butter leader but was losing millennial buyers. To get today’s peanut butter lovers to go nuts for Jif, we had engage with their culture.

The Idea:
To this generation, rap music is king. And in the past decade, a heated rivalry has emerged – lyrical rap vs. mumble rap. The latest generation of rappers, often referred to as ‘mumble rappers’, have been described as sounding like they rap with a mouthful of peanut butter.

So we thought: What if Jif, America’s biggest peanut butter brand, could get everyone to embrace it? And with that, The Lil Jif Project was born.

First, we enlisted one of the world’s top lyrical rappers, Ludacris. Then, with the help of millennial rap star Gunna, we recorded an original rap track with mumbled vocals that was later revealed to be inspired by Ludacris’s inability to stop eating Jif Peanut Butter in the recording booth.

2021 / Integrated Campaign; OLV, Experience + Stunt.

Client: JIF Peanut Butter
Agency: Publicis NY
Partnership: GIPHY.com
ECD: Erica Roberts
VP Creative Direction: Peter Defries & Alan Wilson

Senior Designer | Experiences: Zac Collopy
Major Contributions: Jif Design Lead, Collector Jar & Influencer Packaging Concepting, Production Oversight.

Final Packaging Executions:
Senior Designer: Spencer Chan
Artist: @Aesek - ABV Gallery.