MaraNatha is the top-shelf of almond, peanut and specialty nut butters. But their brand awareness was near the bottom among mainstream shoppers.
We knew we needed a loud, engaging idea to disrupt the category and found our insight in this simple truth: MaraNatha tastes so good, you can eat it by the spoonful—no Jelly required.
And so the “Too Good for Jelly” campaign was born, launching with a series of television spots and web videos dramatizing MaraNatha’s breakup with its sugary-sweet other half.
No hard feelings, ok Jelly?
Sandwich sweeties no more, MaraNatha and Jelly’s gooey breakup drama unfolds
on social media.