The makers of Skippy peanut butter announced the launch of the ‘Be Smooth Like Skippy’ national advertising campaign in the US, created to showcase the smoothness and deliciousness of Skippy peanut butter.
The ‘Be Smooth Like Skippy’ campaign includes a series of videos with child actor Cooper Friedman performing a variety of smooth tasks, as well as enjoying Skippy peanut butter.
The campaign, which includes both 15- and 30-second spots, will air on national television as well as select digital and social channels, and incorporates both core peanut butter and natural spreads of Skippy peanut butter. It also showcases one of the brand’s newest products, Skippy P.B. Bites, with 30-second spots providing “bite-sized advice on how to be smooth.”
“Skippy peanut butter is undeniably smooth,” said Jennesa Kinscher, brand manager for Skippy peanut butter. “The campaign showcases the fun, lighthearted personality of the Skippy brand, while the creative underscores how smooth and craveable Skippy peanut butter is.”
Additionally, the makers of Skippy peanut butter have licensed the song “Uptown Funk” from record producer Mark Ronson featuring 11-time Grammy-winning singer and songwriter Bruno Mars. The spot includes the lyrics “smoother than a fresh jar of Skippy”, which tie into the overall campaign.
“Associating an iconic brand like Skippy peanut butter with the iconic, Grammy-winning song ‘Uptown Funk’ was very important to us,” said Kinscher. “The song does an incredible job amplifying the spot and harnessing the ‘be smooth like Skippy’ discussion that’s already happening in pop culture around the world.”
Developed with BBDO Minneapolis, the ‘Be Smooth Like Skippy’ campaign represents the company’s second launch of a national marketing campaign in the past three years. In 2016, Hormel Foods launched a campaign for the company’s new Skippy P.B. Bites product.
“When people open that fresh jar of Skippy peanut butter, we want them to say wow that’s smooth, while also emphasising smooth as an attitude and a way of life,” said David Mackereth, creative director for BBDO Minneapolis.
Media planning and buying for the campaign was done by PHD Worldwide.
Source: Little Black Book