Jif Shakes Up the Pantry with “Every Jif’ing Thing” Campaign (Video)

Think about the last time you opened a jar of Jif. Chances are high that you were gearing up to build a classic peanut butter and jelly sandwich or maybe scooping out a quick spoonful right before heading out the door. For decades, Jif has been the unchallenged king of school lunchboxes and late-night pantry raids. But behind those nostalgic red, blue, and green stripes lies a surprising statistic: despite being recognized by roughly 85% of shoppers, Jif currently accounts for just 4% of everyday snacking occasions.

The J.M. Smucker Co. decided it was time to change that narrative in a massive way.

Say hello to “Every Jif’ing Thing”—a cheeky, high-energy campaign paired with the iconic brand’s first major packaging redesign in more than three decades. Spearheaded by creative agency BBH USA alongside Publicis’ PSOne team, this initiative officially breaks peanut butter out of its bread-bound box. The core message? Peanut butter isn’t just a sandwich spread; it’s a versatile star ingredient meant to be dipped, drizzled, blended, and mixed into every corner of your daily snack routine.

If you happen to watch the campaign’s hero commercial, you’ll immediately see how far Jif is pushing the envelope. Soundtracked to a ridiculously epic remix of Carl Orff’s famous classical piece “O Fortuna,” the ad features a full choir singing dramatically about peanut butter. On screen, viewers are treated to mouthwatering visuals of savory peanut butter ramen noodles, apple nachos, fruit smoothies, protein bowls, and ice cream sundaes. It takes everyday snack cravings and turns them into an opera-level event.

The visual refresh on store shelves is equally intentional. Jif stripped away the heavy, dated drop shadows from its logo, sharpening the white lettering across its signature colorful banner for a cleaner, modern look. In a clever twist, the campaign transforms the three-letter brandmark into a rotating messaging board. In digital ads and packaging prompts, “JIF” morphs into action verbs like “DIP,” “SIP,” “MIX,” and “DUNK”.

This effort extends directly into product lineups as well. To make snacking even easier, “Jif To Go” cups are being rebranded as “Jif Dippers,” highlighting portability and dipping occasions. Squeezable pouches and sweet flavor variations like Peanut Butter & Chocolate are also taking center stage.

As Shelly Kowal, Marketing Director at The J.M. Smucker Co., shared, the goal was to honor the beloved elements while bringing fresh, dynamic energy to the grocery aisle. With new packaging shipping out ahead of the fall, Jif is officially making its bid to conquer every snacking moment of your day.

Whether you’re stirring a dollop into your morning oatmeal, whisking up a spicy peanut sauce for dinner, or simply dunking pretzel sticks straight into the jar, Jif is proving there are no rules when it comes to snacking. So go ahead and try it on everything—because according to Jif, it really is “That Jif’ing Good.”

Sources Used

• Marketing Dive: Jif’s new campaign reworks logo to go beyond peanut butter and jelly
• DesignRush: Jif Redraws Its 30-Year-Old Logo to Claim a Bigger Slice of Snacking
• Parade: Jif Announces Major Change to Best-Selling Peanut Butter for the First Time in 30 Years
• ECIKS: Jif unveils first major brand refresh in 30+ years with modernized logo
• Jif Official Website: Jif Peanut Butter Products & Recipes