Jam sales were in decline. The one usage occasion that remained steady was PB&J sandwiches, so we positioned Smucker's as the thing that makes the difference between a forgettable PB&J and PB&J, The Icon. We're talking about the sandwich so familiar, it's practically part of your DNA, and so craveable, you have to go devour one immediately. It worked. Smucker's jams and jellies saw their best sales in five years.
When an article came out in ESPN magazine about the NBA’s league-wide obsession with PB&J, we knew we needed to capitalize on the moment. NBA veterans were already set in their PB&J ways, though, so we engaged the players who were still new to the American classic. We sent customized PB&J starter kits decorated in the colors of their home countries’ flags to all foreign-born rookies,
We chose two early fan-favorites to get a special tutorial from a couple of PB&J experts. We released different edits of the content on social and encouraged players and their followers to tweet and share as Smucker’s and Jif matched posts with donations to the Boys and Grls Clubs of America.