The Lil Jif Project

The ask

Jif tapped Atlanta's own Ludacris to reimagine the brand for 2021. The campaign had to actually sound like Atlanta.

A national peanut butter campaign only works in this town if the sound is right. Jif's team needed the Atlanta co-sign, not just an Atlanta zip code.

What we made

Luda teamed with Butter.ATL on a record built for the moment, titled "Butter.ATL." We licensed our name to the song and designed the single's artwork. Peanut butter, but make it ATL.

The national campaign ran through Jif's agency team. Our lane was the name, the artwork, and the cultural connection that made the record land at home. Smooth like butter twice over.

What happened

The Dave Meyers-directed video dropped, the single hit every platform, and "Butter.ATL" became the flow of the whole campaign.