The J.M. Smucker Company

Gail Hollander, Chief Marketing Officer
Christine Hoffman, Senior Director, Integrated Consumer Experience
Nicole Massey, Vice President of Marketing, Consumer Foods
Rebecca Schneidler, Senior Vice President & General Manager, Consumer Foods
Geoff Tanner, (Former) Chief Marketing Officer
Tim Shannon, Sr. Brand Manager
Jessica Fair, Director of Omnichannel Customer Marketing
Ryan Morand, ICX Strategy & Creative, Consumer Foods
Hilary Ayers-Kurtz, Content & Culture, Food & Beverage
Meghan Olmstead, Senior Manager
Whitney Hartman, Creative & Content Lead
Kelly Sweeney, Director, Commerce Marketing
Rupert Dooley, Director, Consumer Insights

PSOne *Lead Agency

Ilana Rankin, Executive Vice President, Strategy
Patricia Hallock, SVP, Consumer Practice
Lauren Schneidmuller, SVP, Executive Producer
Nikolay Ilchenko, VP Director, Project Management
Marisa Braun, Senior Director, Shopper Strategy
Tristen Sechi, VP, Strategy
Kaitlyn Kline, Associate Director, Strategy
Jeff Bobick, VP Group Director, Data and Analysis
Dave Gordon, Creative Director

BBH USA *Lead Agency

Erica Roberts, Chief Creative Officer
Peter Defries, SVP, Group Creative Director
Alan Wilson, SVP, Group Creative Director
Jennifer Baldwin, EVP, Co-Head of Strategy
Allie O’Shea, VP, Strategy Director
Tina Bandzuch, Group Account Director
Yuri Lee, President, Group Client Lead
Jason Lane, Senior Copywriter
Christopher Vanderkleed, Senior Art Director
Jayne Andrews, Account Director
Erika Maddrey, VP, Group Account Director
Alex Orson, VP, Group Director, Project Management
Mike Daly, Account Supervisor
Victoria Neal, Strategist

Zenith Media

Amanda Hellrung, SVP, Strategy
Colleen Hotchkiss, President, Content, Commerce, Multicultural
John Elliott, SVP, Commerce

MSL Group

Patrick Durkin, Senior Strategist

Jif had written the book on marketing packaged goods after 60 years of the “Choosy Moms” campaign. But by 2018, it had to rewrite that CPG playbook to reestablish its growth. The new playbook: That Jif’ing Good. The target shifted from moms to a diverse generation of buyers. The approach evolved from rational nutrition to epic obsession. Set a new benchmark for good work: a big idea that flexes in culture, both reestablishing its leadership and growing year-over-year, able to withstand forces as strong as inflation and a voluntary recall.