BRIEF

Create a campaign using “alternative uses” of JIF Peanut Butter. Use all types of media to highlight the user experience with the product and brand.

SOLULTION

I turned JIF Squeeze Peanut Butter into a piping tool—and a way to win your dream wedding. Through a streaming mini-series, in-store nozzle release, and TikTok prompts that let fans bake along, vote, and submit their own videos, I gave couples a new way to celebrate—with the grand prize being an all-expenses-paid wedding.