“No matter how much research you’ve done or how many experts in the room have validated the original content, the real test is when you ask real people to react to it and create something with it.”

– Charlene Zappa, SVP, Consumer Experience and Growth, JIF/JM Smucker

In a bid to prove it’s not what you say but how you say it, Jif helped renowned lyricist Ludacris modernize his flow—by sticking a spoonful of peanut butter in his mouth. The newly empowered palate transforms his melodic beats into the emotional stylings of new school hip hop, winning praise from fellow ATL-repping artist and mumble rapper Gunna. Ludacris then issued the #JifRapChallenge, a chance to spit verse (sometimes literally) with Luda himself in a TikTok Duet. Aspiring emcees grabbed the mic, including Chakira Clark, whose rhyme racked up 1.5 million views. “On TikTok, it's a lot easier for people who have something in common with me to find my content, for sure,” she says, noting that the For You Page puts her videos in front of new viewers who might not otherwise have found her. That combination of celebrity endorsement and organic discovery pushed the #JifRapChallenge to new heights. “We were celebrating when we hit 1 billion views after one day, and we are just in awe at the 7 billion views the program has garnered to date,” Zappa says. “We knew that this campaign would be successful but didn’t imagine it would become this relevant and popular.”

“No matter how much research you’ve done or how many experts in the room have validated the original content, the real test is when you ask real people to react to it and create something with it.”

– Charlene Zappa, SVP, Consumer Experience and Growth at JIF/JM SMUCKER

Q&A with Charlene Zappa,

SVP, consumer experience and growth, JIF/JM Smucker How have your preconceived notions about TikTok changed?

My first reaction to TikTok was “It’s for young people.” But I’ve seen the range of content and broader reach on TikTok and realize it’s really for everyone and anyone. I’m amazed at the diversity of creators and diversity of content out there. That diversity also creates an opportunity for people to self-identify with a broader community on TikTok.

What was it like to hand your brand over to a creator? How did you develop trust?

The collaboration wasn’t just your typical influencer “briefing.” With TikTok we knew we were dealing with creators who make things their own, so we gave guidelines and let them be their creative, unique selves! As for trust, it was implicit. Their personal content showed us that they were really the experts in rap, hip hop, and of course, TikTok.

What was TikTok’s impact on your brand?

TikTok really helped bring our campaign into a new zeitgeist. It wasn’t just a brand talking to consumers, but creators playing back our brand to us. That sort of connection and interaction is incredible.

“I love when a creator is able to work an ad into a video seamlessly. Almost as if the video could stand on its own and just happens to promote a product without really trying.”

– Taylor Pierce