POV
How Branding Became Key to the Modern B2B
Historically less focused on brand, B2B enterprises are adopting consumer-facing techniques to deepen connection and grow.
Squeezier & Easier: LPK’s New Design Is That Jif’ing Good
14 Mar 2023
Giving Jif’s squeezable peanut butter a fresh look, tone and feel, LPK helps the heritage brand continue its category growth.
Everyone’s favorite peanut butter brand is debuting its newly refreshed Jif Squeeze Peanut Butter, designed to make spreading the love even easier. LPK partnered with The J.M. Smucker Co. on the work, leading the redesign of the squeezable pouch to reinforce Jif’s positioning as “the best damn peanut butter on the planet.”
“This is the iconic peanut butter you grew up on— the one in all your PB&Js.”
LPK’s creative team focused on channeling the brand’s long-loved character in fresh ways, using tone of voice and playful photography to give Jif a strong sense of relevance and relatability.
“This is the iconic peanut butter you grew up on—the one in all your PB&Js,” says Meredith Post, Senior Creative Director at LPK, who led the redesign. “But Jif is also the brand that’s innovating to reimagine snack time and make it that much more enjoyable, memorable and stress-free. We were inspired by that spirit and translated it into the new design of Jif Squeeze.”
Jif Squeeze Peanut Butter is now available in retailers nationwide.
To see more of our work with Jif and The J.M. Smucker Co.’s portfolio of brands, head here.
Published On Mar 14, 2023
More of Our Thinking
Webinar
Bullshit-Free Brands
Lofty brand purpose statements are a dime a dozen—so how do you create one that’s true to your DNA and creates deeper connection with consumers?
POV
Making Sense of Sustainability: A Starter Guide for Brands
How to create an approach that’s not like every other sustainability strategy out there.
