BBH USA Makes Jif's Succession-Inspired Spot 'The Merger'

BBH USA created a short film for J.M. Smucker's Jif brand to promote its new peanut butter and chocolate spread, enlisting the help of "Succession" actress J. Smith-Cameron to star as the CEO of a fictional corporation.

In the 90-second dramedy titled "The Merger," viewers are taken to the Peanut Butter Group's head office, where Smith-Cameron takes an important call.

"This isn't a hostile takeover. This is a merger. You need me," the person on the other line tells her, with plans to merge the Peanut Butter Group and Chocolatey Corp in a 50-50 split.

"We got him," the CEO tells the office as soon as she puts the phone down.

The entire room roars in celebration, as the merger brings together two iconic breakfast spreads: peanut butter and chocolate. 

 

 

 

 

 

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A post shared by Jif Peanut Butter (@jifbrand)

A series of vignettes ensue, with news broadcasts reporting on the merger, members of Banana Corp. reacting negatively to the news, and others expressing their joy now that "J" (or jelly) is out, and "C" (chocolate) is in. 

In a press conference, Smith-Cameron describes the flavor of the two companies' concoction in a bold statement: "It's peanut buttery, it's chocolatey, and it's an endless opportunity that's going to change society."

To close the spot, the CEO, alongside her accomplices, celebrates in the board room as they watch the clamor for their new product unfold on the news.

Revolutionizing the Snack Category

Directed by Wayne McClamy through Hungry Man, the latest from Jif and BBH USA aims to spotlight the American brand's Peanut Butter & Chocolate Flavored Spread, which serves as an alternative to the popular Peanut Butter and Jelly combo. 

“The Merger is so much more than just an impeccably executed and nuanced piece of comedy, it’s the front door to a hilarious big idea that keeps getting funnier the further you drill into the campaign," said BBH USA CCO Erica Roberts.

“This idea doesn’t miss an opportunity to turn ‘every spoon holder into a shareholder.’”

The spot will roll out on film, TV, video, radio, and social media channels across the U.S.

The fictional PBC Inc. will also be brought to life through full-page print and digital ads in The New York Times that look like a press release, highlighting the newsworthiness of the merger.

 

 

 

 

 

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A post shared by Jif Peanut Butter (@jifbrand)

According to research, an estimated 72% of Americans believe chocolate uplifts their mood, and chocolate spreads are a hit among younger generations fond of snacking. 

Jif saw this as an opportunity to revolutionize the category with a spread so easily snackable that it "holds a monopoly on craveability."

“The launch of Jif Peanut Butter & Chocolate Flavoured Spread represents a significant milestone for the brand, marking the largest flavor innovation in over 10 years,” Jessica Fair, J.M. Smucker Co. senior director of integrated consumer experience, shared.

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Editing by Katherine 'Makkie' Maclang