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MaraNatha: Too Good For Jelly


Peanut Butter & Who?

MaraNatha is the top-shelf of almond, peanut and specialty nut butters.
But their brand awareness was near the bottom among mainstream shoppers. 

We knew we needed a loud, engaging idea to disrupt the category and found
our insight in this simple truth: MaraNatha tastes so good,
you can eat it by the spoonful—no Jelly required. 

And so the “Too Good for Jelly” digital campaign was born,
launching with a series of engaging web videos dramatizing
MaraNatha’s breakup with its sugary-sweet other half. 

No hard feelings, ok Jelly? 




Sandwich sweeties no more, MaraNatha and Jelly’s gooey breakup drama unfolds
on social media.