Strategy for Skippy Campaign

by Goya Silva

Get: People who often cook at home and seek inspiration for their next meal. They enjoy peanut butter but don’t look to any specifc brand when needng it. They just use whatever is in their pantry.

To: Want people to think of skippy when needing to purchase peanut butter. Not just to sit on their shelf for sandwiches here and there but for it to be a key item they need for their cooking.

By: Positioning skippy as a key igredient not just a spread. It allows you to bring dishes like noodles or curry to life. We will create advertisements that showcase skippy as the main ingredient in tastey dishes like these, so that consumers associate the brand with more versatility. This will help to distiguish it from other sandwich spreads and generic shelf fillers.

Overall, my idea is to get home cooks who typically grab any shelf peanut butter to choose Skippy as a go-to ingredient by changing its positioning as a spead to a versatile, flavor-boosting essential for dishes like noodles, curry, and burgers.

Manifesto

We’ve been a lunch box filler for too long. Now we’re showing up in ways you wouldn’t expect. One spoonful, and suddenly you’re tasting rich flavors in dishes you never imagined bringing to life at home. Think beyond the bread and above the cracker, and way past the usual. Open up a jar of possibilities. Skippy.