SKIPPY Peanut Butter Spreads Joy in Every Jar

The SKIPPY peanut butter brand is letting everyone know what happens when you twist the top off the iconic teal jar: you get a little joy with every spoonful. The brand’s latest campaign, developed by BBDO MW, brings that feeling to life.

SKIPPY peanut butter set out to bring people back to the jar - to rediscover the satisfying, joyful experience that comes with every spoonful. The result is a light hearted campaign featuring a charismatic spokesperson as the personification of ‘joy’ and a memorable tagline: ‘Where There’s a Jar, There’s Joy’.

Two 15-second spots, directed by Hannah Levy of Tool of North America, bring the campaign to life. 'Staring Problem' captures the attention a jar of SKIPPY peanut butter can attract, while 'Tug' shows the effort people will put in to get to a delicious and satisfying spoonful (and that it’s not just humans who are drawn to SKIPPY peanut butter).

“SKIPPY peanut butter has been spreading joyful satisfaction for over 90 years, and this campaign taps into the playful spirit and feel-good moments our fans love,” said Sarah Johnson, director of marketing for the SKIPPY brand. “From the iconic teal jar to the just-right touch of sweetness - plus seven grams of protein in every serving - SKIPPY brings the kind of joy people keep coming back for.”

Beyond the TV, the campaign will spread joy across social media and various digital platforms throughout its run.

"Bringing this idea to life was a great experience for our team,” says Meghan Rongitsch, creative director at BBDO MW. “We wanted to capture that simple, genuine feeling you get when you open a jar of SKIPPY peanut butter. Our new spokesperson really brings that vibe to the campaign, and hopefully, when people see the spots, they’ll think of SKIPPY peanut butter as a little bright spot in their day."