J.M. Smucker Company: Jif To Go Launch

OPPORTUNITY
Generate awareness and drive trial for Jif To Go, the new single serve packaging of Jif peanut butter, while educating the consumer and retailer on new usage occasions independent of the classic jar.

INSIGHT
Portable and convenient packaging is key for today’s “on-the-go” mom. Jif To Go provides an easy way for consumers to enjoy the great taste of Jif wherever they go and the versatility of the product allows for multiple “on-the-go” usage occasions.

SOLUTION
BARC created the “Spread it. Dip it. Try it.” campaign featuring visuals that illustrated the various “on-the-go” usage ideas. The program included an interactive sales kit to drive the sales force and retailer excitement. We reached the consumer through a national FSI, at-shelf signage, and out-of-section displays to drive awareness and sales. Jif To Go achieved 75% ACV within one year of launch.

RESULTS
Due to the success of the Jif To Go product launch, Jif decided to expand this line to launch new, Jif To Go Reduced Fat peanut butter. Once again, BARC created a campaign to remind consumers of the portability and convenience of Jif To Go while reinforcing the new, reduced fat option.