The Brief
During Malaysia's MCO period, JIF wanted to stay relevant to home cooks — but the real goal was to shift how people saw the product: not just a spread for toast, but a versatile cooking ingredient that fits naturally into everyday, local recipes. In a category crowded with home‑cooking content, product‑only messaging would have fallen flat; the brand needed to earn a place in people's kitchens through genuinely useful, creative cooking ideas.
The Approach
SushiVid worked with 9 KOLs to recreate familiar local recipes using JIF peanut butter as an ingredient, with the client leaning into genuinely creative dishes rather than obvious ones. The positioning was practical as well as fun: instead of buying peanuts and grinding or blending them yourself, JIF is the ready shortcut to that flavour. Framing the brand around comfort, creativity and convenience matched the moment perfectly — a time when people were cooking at home more than ever.
The Execution
Content took the form of fun, food‑forward recipe videos, each creator putting their own spin on a local dish with JIF at its heart. The timing did much of the work: during MCO, with everyone stuck at home and short on things to do, cooking — and sharing cooking content — became a national pastime. Recipe videos landed in exactly the feed people were already scrolling, and several pieces spread organically as a result.
The Results
The campaign reached 157,000 people with a 2.65% average engagement rate — a strong result for recipe‑style content in a crowded home‑cooking category, helped by content that was genuinely useful (recipes people could actually make) rather than purely promotional.
The Takeaway
The best branded recipe content gives people something to do, not just something to watch. Positioning JIF as a creative, convenient ingredient — a shortcut to a flavour people would otherwise work for — made the brand feel useful, and riding the MCO home‑cooking wave gave that usefulness a huge, ready audience. The lesson: match the format to the moment, and make the brand the helpful ingredient in the story rather than the point of it.