Jif & Smuckers

Jif X Smuckers: Are you a pB or a J?

Peanut butter and jam are the union of two perfect opposites. How do we get young people to fall in love with the classic pair?

CD: Sarah Roberts

PB is the logical, left brain, boring type. Jam is the creative, right brain, crazy type.

We created a quiz so consumers could find out which archetype suits them best. Think pop astrology, personality quiz, teen beat magazine.

We created a feature where users can add the quiz results to their Bumble profile, with a link for other curious swipers to take the quiz themselves.

Contestants take the quiz, and opposites get paired up.

If one person isn’t feeling it, a new person comes in to take their place.

If both put their knife in the jar, it’s a match!

Matched couples get to enjoy a PB&J together.

We collaborated with popular YouTube show The Cut to create a live PB&J dating game.

We applied our PB&J system to classic rom-coms, showing what the perfect pair looks like in our favourite movies.