Jif is a weekday staple, but Fridays mark a shift from routine to family fun - and an opportunity to show up in new ways. TJIF, Thank Jif It’s Friday, is a Walmart-exclusive, commerce-first campaign that positioned Jif as the kickoff to the weekend. Through craveable recipes, playful family activities, and shoppable deals, TJIF reimagined peanut butter beyond PBJs and made Jif an essential part of Friday nights at home.
JM Smucker Co.
2024–2025
SERVICES
Branding
Art Direction
Concept ideation
CREDITS
Creative Direction: Casey Lissau, Mauriahh Esquivel, Brad Daugherty, Michael Moreland
Design & Art Direction: Robin Kapustin, Frankie Naujokas, Brittany Rosetti
Motion: Jamie Duke, Robin Kapustin, Michael Clouse
Copywriting: Jamie Brucken
Photography: Marci Rhodes
Styling: Mary Seguin
Production: Tina Hudson Sheetz
Agency: Saatchi & Saatchi X
TJIF LOGO
The overall identity fuses the cultural equity of TGIF with the heritage of early Jif branding. The TJIF logo was designed to feel instantly familiar yet freshly reimagined embracing the playful typography, bold color, and modular letter blocks seen in both. The result was a logo that felt nostalgic yet modern — perfectly suited to own Fridays and signal a shift from weekday routine to weekend fun.
