72Signal
Score
Score
M
Marketing Diveby Chris KellyAugust 10, 2026Jif’s new campaign reworks logo to go beyond peanut butter and jelly
Jif's new campaign, 'Every Jif’ing Thing,' aims to expand the brand's identity beyond just peanut butter and jelly by reworking its logo and associating it with a broader range of snacking occasions. This strategic shift highlights the importance of evolving brand perceptions and engaging consumers through innovative marketing approaches.
◎ Emergingrebrandcampaignstrategyvisual-identityJif
Marketing Dive: Developed by PSOne, “Every Jif’ing Thing” sets peanut butter snacking occasions to a remix of classical epic “O Fortuna.”
Intelligence PanelSignal score: 72.3 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
High
Impact score: 75/100 — broad strategic implications for brand positioning
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale
The campaign represents a significant shift for a well-known brand, making it impactful and relevant, while the approach of expanding brand identity is somewhat common in marketing strategies.
75
Impact
weight 35%
60
Novelty
weight 30%
80
Relevance
weight 35%
Brands Mentioned
JJif
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