Jif wasn’t just due for a refresh, it was overdue for a reckoning.

For decades, “Choosy Moms Choose Jif” defined the brand. But culture had moved on. “Choosy moms” were choosing healthier, cheaper, anything but Jif. The line was iconic, but no longer true.

So we stopped chasing rationality and leaned into something far more powerful, irrational love.

Jif has always had a cult following. People don’t justify it. They crave it.

“That Jif’ing Good” was born from that truth, a brand platform that embraced obsession and turned it into absurdity. Loud, self-aware, and impossible to ignore.

years later, it’s still driving growth, still shaping culture, and still proving that when you stop trying to be right, and start being loved, everything changes.