Insight: Snack time is a behavioral tension point, kids prioritize taste and play, parents prioritize nutrition and convenience.
Strategy: Position JIF Power Ups as the compromise product that resolves this tension by delivering both irresistible flavor and parent-approved nutrition.
Approach: Develop messaging and experiences that validate parents’ needs while amplifying the product’s playful, kid-first appeal to drive trial and household penetration.
Hosted a Facebook Live with celebrity dad Neil Patrick Harris to surface authentic parenting stories from the target audience. Audience-submitted anecdotes were then dramatized by a comedy troupe at Caroline’s Comedy Club, creating earned social content, extending reach beyond the live stream, and reinforcing the product’s dual appeal to kids and parents.
Leverage Alexa as the interactive interface to prompt children to share their day through playful storytelling prompts tied to JIF Power Ups, increasing product usage occasions and strengthening brand affinity through recurring, behavior-driven engagement.
Produced short videos of Neil Patrick Harris sharing candid, comedic parenting struggle stories and calling on viewers to submit their own. Content seeded on social channels to catalyze UGC and fuel subsequent creative assets.