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.