Madcap Merger: Jif Unites Peanut Butter and Chocolate

Now they have 'a monopoly on craveability'

J.M. Smucker invests in boffo boardroom buffoonery, staging "the merger of the century" to introduce Jif Peanut Butter and Chocolate Flavored Spread.

In the :90 below, from BBH-led PSOne and Hungry Man director Wayne McClammy, Peanut Butter Group does a deal with Chocolatey Corp. Succession's J. Smith-Cameron stars as the former's CEO.

This plays like superior SNL satire, with lots of funny lines skewering biz-speak, cute sight gags and perfect pacing.

We learn that PB&J "is old news ... C is in!" One hard-charing exec moans: "Why is Banana Corp. always the last to hear?"

Jif | The Merger

"This idea doesn't miss an opportunity to turn every spoon holder into a shareholder," says Erica Roberts, CCO of BBH USA. Along with the spot, elements include a PBC investor deck and a full-page New York Times ad headlined "The Merger America Craved."

"We're constantly looking for new corners of culture for Jif to hack," adds agency SVP, GCD Alan Wilson. "And when we got the brief about two titans of taste combining, it allowed us to insert ourselves into the most unexpected corner yet: Big business mergers."

The work broke last week, with radio and social also in the mix.

David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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