Jif | The Merger

It’s peanut buttery, it’s chocolatey, it’s the merger America craved.
Oh, and it’s starring J. Smith-Cameron in the CEO role she always deserved.

Selected Press:
Today: What if Gerri won? A ‘Succession’-themed Jif commercial imagines her success
Ad Age: BBH USA works Jif’s peanut butter and chocolate merger
Little Black Book: Peanut Butter and Chocolate Cause Chaos in the Business World
Campaign US: JIF merges chocolate and peanut butter in boardroom drama spoof

2025 Cannes Lion - Film - Shortlist
2025 Clios - Film - Bronze
2025 Clios - PR - Shortlist
2025 Clios - Integrated - Shortlist
2025 One Show - Integrated - Merit
2025 One Shot - Film - Shortlist

Launch Film

Case Study

New York Times Press Release

The day the campaign launched we announced the merger of The Peanut Butter Group and Chocolatey Corp. with a full page press release in the New York Times business section.

Investor Packages

We sent influential business leaders, food creators, and Jif super fans briefcases inviting them to become members of the PBC Inc. Board of Directors. Inside each briefacse was a letter addressed to them, PBC Inc. finance bro vests, PBC Inc. stationary, samples of the product, and a detailed 24 page investor report that made the very compelling and humorous case for the deliciousness of Jif Peanut Butter and Chocolate.

Initial Public Offering

The day the campaign launched PBC executives took to Wall Street to promote the merger and offer samples of Peanut Butter & Chocolate. They also handed out business cards with QR codes that linked to the company website and a downloadbele Powerpoint of the document above.

Agency: BBH USA
CCO: Erica Roberts
ECDs: Peter Defries & Alan Wilson
Partner: Christopher van der Kleed
Head of Design: Hernan Ibanez
Sr. Designer: Jin Kim
Director: Wayne McClammy

©MMXXVI

Jason Lane

Updated 2026

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