JIF Rebrand

As far as classic taglines go, the over 60 year old “Choosy Moms Choose Jif” is a big one. But as parenting trends became more inclusive, the tagline began losing its luster. This work marks the first brand spots Jif had done in over a decade. They wanted to retain the emotional storytelling that had defined America’s favorite peanut butter for years, but knew they had to do so in a much more authentic, inclusive way.

Project Roles
Creative Director, Designer
Adobe Photoshop, Creative Direction, Design
Commercials - Broadcast
Project Industries
Packaged Goods
JIF Rebrand