JIF is the choosy peanut butter. They're even choosy about which peanuts they use to make their best-selling peanut butter. But what happens to the peanuts that don't get in? In this campaign, you can adopt a rejected peanut, name him and take him home with you (via desktop widget). As you pump up your peanut with daily affirmations, you give him hope that one day he may be JIFworthy. Copywriter: Matthew Ketchum
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