Hormel Foods has announced the launch of a new national advertising campaign for its Skippy peanut butter brand in the US.
The ‘Be Smooth Like Skippy’ campaign has been designed to showcase the “smoothness and deliciousness” of the peanut butter, and features a series of videos starring child actor Cooper Friedman.
15 and 30-second adverts for the brand will be aired on national television, on digital platforms and through social media, and will feature the rand’s core peanut butter range as well as Skippy P.B. Bites, one of the brand’s newest products.
This campaign represents Skippy’s second national advertising campaign in the last three years, as Hormel launched a campaign to mark the release of the Skippy P.B. Bites range in 2016.
Hormel has also gained the licence to use the song ‘Uptown Funk’ by Bruno Mars for the adverts, which will feature the line “smoother than a fresh jar of Skippy” to tailor the song to the campaign.
Jennesa Kinscher, brand manager for Skippy peanut butter said: “Skippy peanut butter is undeniably smooth. The campaign showcases the fun, light-hearted personality of the Skippy brand, while the creative underscores how smooth and craveable Skippy peanut butter is.”
“Associating an iconic brand like Skippy peanut butter with the iconic, Grammy-winning song ‘Uptown Funk’ was very important to us. The song does an incredible job amplifying the spot.”
Hormel developed the campaign with creative agency BBDO Minneapolis, and David Mackereth, creative director for BBDO Minneapolis added: “When people open that fresh jar of Skippy peanut butter, we want them to say, ‘wow that’s smooth,’ while also emphasizing smooth as an attitude and a way of life.”
© FoodBev Media Ltd 2024