The J.M. Smucker Company

Jennifer Polkinghorne, Senior Manager, Content & Culture
Geoff Tanner, Chief Commercial & Marketing Officer
Charlene Zappa, Officer, SVP Integrated Consumer Experience & Growth
Sara Diepenbrock, Director, Integrated Consumer Experience
Hilary Ayers-Kurtz, Assistant Lead - PR, Influencer, & Digital
Lynne Schroeder, Director, Integrated Consumer Experience - Food & Beverage
Ryan Morand, Senior Lead, Integrated Consumer Experience
Meghan Olmstead, Senior Manager, Digital Strategy & Activation
Allison Wagner, Digital & Social Assistant Lead
Rebecca Scheidler, VP Marketing, Consumer Foods
Tim Shannon, Senior Brand Manager

Publicis New York *Lead Agency

Erica Roberts, Chief Creative Officer
Lauren Schneidmuller, VP, Executive Producer
Zachary Callopy, Senior Designer
Spencer Chen, Designer
Josh Clayton , Copywriter
Mollie Coyne, Art Director

PSOne *Lead Agency

Peter Defries, VP, Creative Director - Art
Alan Wilson, VP, Creative Director - Copy
Jennifer Baldwin, EVP, Strategy Director
Allie O’Shea, VP, Strategy Director
Erika Maddrey, VP, Account Director
Yuri Lee, EVP, Group Account Director
Gail Hollander, President, Group Client Lead
Patricia Hallock, SVP, Consumer Practice
Nia Bolling, Account Supervisor
Ariel Wakasa Gonzalez, Senior Program Manager
Alex Orson, VP, Group Director - Program Management
Laurie Shulman Derousseau, VP, Consumer Practice
Alan Danzis, SVP, Media Strategy
Tristen Sechi, Director, Social Strategy
Dave Gordon, Social Creative Director
Judd Wachstein, Associate Creative Director
Jessica Larkin, Senior Art Designer
Salama Warner, Head of Culture
Jeff Bobick, VP Director, Data & Analytics
Colleen Hotchkiss, EVP, Managing Director - Media
Anna Kelce, SVP, Group Client Director
Kim Iadevaia, EVP, Content
Nicole Guadagno, Associate Director, Content

As peanut butter became a more commoditized category, Jif faced huge pressure from competitors both undercutting and outspending the brand. Jif tackled this threat by reinventing the traditional CPG marketing model. Rather than shouting product benefits to moms in traditional media, we used culture itself as our media and message. Tapping into a rap rivalry, Jif created a completely new sound from hip hop legend Ludacris, while keeping the brand at the center. And the results spoke for themselves with increased share, and leading online chatter, traffic, and consideration.