Winner Status: Gold

Client/Brand: The Smucker Company

Agency: PSOne

Headline:
The Lil Jif Project ignited more people to talk about, look for and buy Jif resulting in the highest market share in over 10 years.

Campaign Summary:
Tapping into a rap debate across generations, Jif created a completely new sound from hip hop legend Ludacris, while keeping the brand at the center. The Lil Jif Project, its marketing toolkit and its results spoke for themselves with increased share, and leading online chatter, traffic, and consideration.

Team Credits:
Geoff Tanner, Chief Commercial & Marketing Officer, The Smucker Company

Sara Diepenbrock, Group Director, Team Leader, The Smucker Company

Jennifer Polkinghorne, Senior Manager, The Smucker Company

Lynne Schroeder, Director, The Smucker Company

Charlene Zappa, Senior Vice President, Growth & Consumer Engagement, The Smucker Company

Hilary Ayers-Kurtz, Lead, The Smucker Company

Rebecca Schiedler, Vice President, The Smucker Company

Tim Shannon, Senior Brand Manager, The Smucker Company

Meghan Olmstead, Senior Manager, The Smucker Company

Allison Wagner, Assistant Lead, The Smucker Company

Erica Roberts, Chief Creative Officer, Publicis North America

Peter Defries, VP, Creative Director, Art, PSOne

Alan Wilson, VP, Creative Director, Copy, PSOne

Yuri Lee, EVP, Group Account Director, PSOne

Erika Maddrey, VP, Account Director, PSOne

Nia Bolling, Account Supervisor, PSOne

Jennifer Baldwin, EVP, Strategy Director, PSOne

Allie O'Shea, VP, Strategy Director, PSOne

Patricia Hallock, SVP, Consumer Practice, PSOne

Lauren Schneidmuller, VP, Executive Producer, Publicis North America

Additional Contributors: