Jif Rewrites Iconic Logo to Show There’s More to Peanut Butter Than PB&J

Peanut butter brand Jif has gone bigger than PB&J, to reimagine its iconic logo in 'Every Jif’ing Thing'.

85% of consumers said they could recognise Jif peanut butter’s logo from the red, blue, and green stripes alone. But that recognisability came with a challenge: when people saw the logo, they thought only of peanut butter and jelly sandwiches.

Jif peanut butter is nearly synonymous with sandwiches, but it currently appears in just 4% of total snacking occasions. The opportunity was to expand beyond peanut butter and jelly by pairing Jif peanut butter with all sorts of different snacks.

'Every Jif’ing Thing' remixes Jif peanut butter’s iconic red, blue, and green striped logo, rewriting the white letters into an ever-changing series of invitations to DIP, SIP, MIX, and do every Jif’ing thing in between, with snacking inspiration spanning creamy peanut ramen noodles, apple nachos, oatmeal, and ice cream. Jif is also unveiling a refreshed visual identity that modernises their iconic tri-colour banner and packaging to reflect the many ways people enjoy the brand today, well beyond the classic PB&J.

Developed by PSOne, the Power of One solution for The J.M. Smucker Co., creatively led by BBH USA, the campaign will run across broadcast, streaming, TV, online video, Meta, TikTok, and Pinterest.

The creative also puts an unexpected spin on 'O Fortuna,' one of the most famous classical works ever recorded. The dramatic, booming Latin vocals were re-recorded with a full live choir, and the lyrics were rewritten to celebrate all the different ways you can enjoy Jif. The result is a soaring, cinematic anthem to peanut butter versatility.

Ryan Morand, brand experience at The J.M. Smucker Co. said, “People know and love Jif for PB&J, but that is only part of the story. With ‘Every Jif’ing Thing,’ we are taking one of the brand’s most iconic assets and using it to inspire new behaviours, new recipes and new occasions, while keeping the unmistakable personality that has made Jif a household favourite.”

​Yohan Daver, executive creative director, BBH USA said, “Jif’s logo is so recognisable that changing it felt almost forbidden, which is exactly what made the idea fun. By transforming those iconic stripes into DIP, SIP, MIX and more, we turned a familiar brand asset into a playful platform for showing everything Jif can do beyond the much-loved PB&J. Reimagining ‘O Fortuna’ with a full choir gave that versatility the epic, unexpected treatment it deserved.”

The spots were produced using mechanical camera arms, extensive VFX and highly detailed food cinematography to bring energy and scale to every snacking moment.

The work builds on the brand’s history of continually expanding the role it can play in consumers’ lives. In 2024, the brand’s 'Save the Celery' campaign encouraged football fans to pair Jif peanut butter with the celery traditionally left behind after eating wings.