After 19 years without any marketing activity, Unilever chose ZOO Group as the agency to revitalise and reintroduce Jif Cream to the Australian market. Our challenge was to reposition this heritage product to appeal to a younger generation, and find a way to approach our target market in an engaging way.
Leveraging on the fact that BBQs are central to Australian culture and social life, we embarked on a campaign compelling the general public to “END BARBEQUE NEGLECT” with Jif Cream. Riding on trending consumer behaviour at the time of launch, this tongue-in-cheek campaign’s call to action was to ‘dob in a mate’.
Japan IPL Express