The Brief
During Malaysia's MCO period, JIF wanted to stay relevant to home cooks by showing the brand fitting naturally into everyday, local recipes rather than pushing product-only messaging.
The Approach
SushiVid worked with 9 KOLs to recreate familiar local recipes using JIF peanut butter as an ingredient, framing the brand around comfort and creativity during a period when people were cooking at home more than ever.
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.