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Peanut Butter & Who?

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?

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#TooGoodForJelly

Sandwich sweeties no more, MaraNatha and Jelly’s gooey breakup drama unfolds
on social media.

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