J&PB

The J&PB campaign set out to show Canadians that Jif tastes different without changing a thing about the peanut butter itself. The idea was simple and unexpected: take the classic PB&J and flip it. Same ingredients. New order. A surprisingly different taste. From TikTok to Instagram to Reddit, the idea spread everywhere. Through a small behavioural flip, J&PB reintroduced Jif to Canadians and made a childhood classic feel completely new again.