Launching a First-Ever Brand Collab
For the first time in its history, Smucker’s set out to bring two of its most iconic brands together: Jif and Milk-Bone. While brand mashups were nothing new in culture, this was a big swing for the company—introducing a true crossover product that needed to feel exciting, credible, and unmistakably fun, while still clearly communicating product benefits at the moment of purchase.
From day one, we leaned into collab culture—the language of drops, hype, and unexpected partnerships—and brought it all the way down to the shelf. Working alongside the above-the-line team, we helped translate the social-first idea into commerce executions designed to perform closer to conversion.
CLIENT
Smuckers / Milk-bone
PROJECT
Walmart exclusive product launch
ROLE
Creative Director
We developed product-forward content that balanced humor with education, making the benefits of the collaboration unmistakable. Our commerce-led OLV brought the “Co-LAB approved” idea to life—literally—casting two Labradors to playfully validate the collab, while clearly showcasing that this was the first soft and chewy Milk-Bone treat made with real Jif peanut butter. Originally designed as a digital retail asset, the video proved so effective that it was ultimately elevated to national television—outperforming more traditional awareness-driven creative by putting product, proof, and personality front and center.
In-store and online, we extended the same collab-driven visual language across every retail touchpoint. Working closely with Walmart, we brought the energy of drop culture to their e-commerce platform—enabling shoppers to pre-order the product ahead of launch. This marked a first-ever for both Smucker’s and Walmart within the pet category, transforming a traditionally transactional space into a moment of anticipation and hype.
