Milk-Bone & Jif Collab: Soft & Chewy Peanut Buttery Dog Bites | Clapboard

Soft & Chewy Peanut Buttery Bites

Description

In October 2024, Jif and Milk-Bone joined forces to launch a groundbreaking campaign, "Soft & Chewy Peanut Buttery Bites," crafted by BBH USA to captivate pet owners across the United States. This integrated campaign, rooted in the Pets industry, introduces an inventive product collaboration that blends the iconic flavors of Jif peanut butter with Milk-Bone’s beloved dog treats. Emphasizing the unique sensory appeal of peanut butter—recognized as the second most distinctive smell globally—this campaign celebrates the deep bond between dogs and their owners who love to share their favorite things. Directed by Emmy and Directors Guild of America award winner Tom Kuntz, the campaign transports audiences into a whimsical peanut butter paradise, where the absurdity and charm of collaboration culture are playfully elevated. The narrative follows a fragrance model who realizes the ridiculousness of a peanut butter dog treat-scented perfume, smashing the bottle and unveiling the real hero: the Soft & Chewy Peanut Buttery Bites. This creative approach highlights Milk-Bone’s promise to deliver unbridled joy to dogs with the authentic taste and aroma of real Jif peanut butter in every bite. As part of the broader "More Dog" campaign, this fifth installment, entitled “A Collab That Makes Sense,” leverages cross-platform tactics including a short film, 30- and 15-second TV and online video spots, display advertising, search, in-store promotions at Walmart, influencer partnerships, and social media amplification. Slated for an expanded national TV rollout in February 2025, the campaign speaks to a modern audience through humor and sensory storytelling, reinforcing the emotional connection shared between owners and their furry companions while positioning this product as an irresistible new treat that is soft, chewy, and peanut buttery perfect. This collaboration reflects a savvy, self-aware marketing strategy that embraces the joy of pet companionship and the cultural zeitgeist of brand partnerships.

Credits

Client

Jif, Milk-Bone

Agency

BBH USA

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