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Giving Jif’s squeezable peanut butter a fresh look, tone and feel, LPK helps the heritage brand continue its category growth.


Everyone’s favorite peanut butter brand is debuting its newly refreshed Jif Squeeze Peanut Butter, designed to make spreading the love even easier. LPK partnered with The J.M. Smucker Co. on the work, leading the redesign of the squeezable pouch to reinforce Jif’s positioning as “the best damn peanut butter on the planet.”


Jif Squeeze advertisement "So many ways to get your Jif on"

“This is the iconic peanut butter you grew up on— the one in all your PB&Js.”


LPK’s creative team focused on channeling the brand’s long-loved character in fresh ways, using tone of voice and playful photography to give Jif a strong sense of relevance and relatability.


Jif Squeeze packaging redesign before and after


“This is the iconic peanut butter you grew up on—the one in all your PB&Js,” says Meredith Post, Senior Creative Director at LPK, who led the redesign. “But Jif is also the brand that’s innovating to reimagine snack time and make it that much more enjoyable, memorable and stress-free. We were inspired by that spirit and translated it into the new design of Jif Squeeze.”

Jif Squeeze Peanut Butter is now available in retailers nationwide.


To see more of our work with Jif and The J.M. Smucker Co.’s portfolio of brands, head here.