PB&J Like a Pro

It all started with an ESPN article about the NBA’s obsession with the classic, All American PB&J. As the agency for both Jif and Smucker’s, we had to do something to celebrate this. We realized there is the rare NBA player who isn’t a PB&J expert – the foreign rookie. So we partnered with two young players from overseas, gave them a little lesson, and made it all for a great cause.

Ultimately the campaign earned 36.5MM in earned media impressions, and 2.6MM organic social impressions, as well as visibility and support for the Boys & Girls Clubs of America.