CRUNCHY OR SMOOTH?

PROBLEM

Currently, peanut butter is just a boring grocery item. People usually grab whatever is cheapest because they don’t see a difference between Skippy and the supermarket's own brand. There’s no real "vibe" or reason to stay loyal to the label.

INSIGHT

People aged 25-35 seek value in products that say something about who they are. Every purchase makes an opportunity for self expression. Whether you like your peanut butter silky smooth or packed with crunchy bits isn't just a taste, it’s a personality trait.

SOLUTION

We’re going to celebrate the two different worlds of Skippy by asking a simple question: CRUNCHY OR SMOOTH?

Our campaign highlights these distinct textures through bold OOH design and immersive in-store POS displays that invite people to lean into their preference. To bring the brand further into the real world, we’ll launch a curated ASOS clothing line that lets fans wear the texture they love most.