Serious About Smooth
New Brand Positioning Awareness Campaign
Conceptualizing, Design & Art Direction
34 Degrees (Agency)
To reposition the Yum Yum peanut butter brand as the SMOOTHEST peanut butter.
We developed fun stories around how Yum Yum stops at nothing to produce the SMOOTHEST peanut butter you can find!
The fun illustrations was applied on various media including billboards, printed media and point of sale material.
As a direct result of the campaign (which also included an in-store promotion), Yum Yum moved to No.1 in South Africa in terms of market share.
The three executions were rolled out on various media including kinetic billboards, magazine ads, point-of-sale, digital ads and mall advertising.