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

Campaign Proposition

The campaign for Milk-Bone’s Soft & Chewy Peanut Buttery Bites, produced in collaboration with Jif, leverages the unique combination of two iconic brands to deliver a distinct product positioned as a treat that bridges the human-dog bond through shared sensory enjoyment. The core brand proposition centers on offering an authentic, crave-worthy experience by incorporating real Jif peanut butter into a dog treat, reinforcing the emotional connection between pet owners and their dogs through the familiar and beloved scent and taste of peanut butter. This tangible link promises unbridled joy and a sense of togetherness, making the product more than just a snack—it becomes a symbol of shared moments and indulgence across species. Strategically, the campaign taps into cultural insights about peanut butter’s universal recognition and appeal, particularly as a favored human food that resonates strongly with dogs. It targets dog owners who value their relationship with their pets as familial and reciprocal, emphasizing the "more dog" philosophy that elevates the everyday interactions between dogs and humans. The creative approach embraces absurdity and playful self-awareness, acknowledging contemporary “collab culture” through surreal and humorous execution directed by Tom Kuntz. This includes a fantastical short film depicting a peanut butter-scented world and a juxtaposition between artificial fragrances and authentic treats, which strengthens brand differentiation while engaging audiences’ senses and emotions. By integrating multiple media touchpoints—TV, digital, social, influencer partnerships, and retail activation—the campaign ensures comprehensive reach and reinforces its narrative as a multisensory, culturally relevant collaboration. The rollout strategy also anticipates phased expansion with a national television buy aligned with product availability, maintaining momentum and broadening audience exposure. Overall, the campaign employs an insight-driven, content-rich approach to deepen brand relevance in the pets category through a distinctive sensory and emotional appeal.

Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign unmistakably parodies “collab culture” and fragrance advertising, transporting viewers into a satirical “peanut butter paradise” where a fragrance model realizes the absurdity of a peanut butter-scented perfume and shatters the illusion, literally. The creative openly references pop culture tropes, self-aware humor, exaggerated scenarios, and genre pastiche, as highlighted by the director’s comedic absurdist style, the meta-commentary in the agency quote, and the concept of lampooning both high-fashion and influencer collaborations to launch an FMCG pet treat. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats