For this project, I was tasked with advertising for a parity product, which meant that I needed to lean further into a more creative and unique visual approach throughout my advertisements that would make SKIPPY® SUPER CHUNK® Peanut Butter stand out from other peanut butters.

For my advertising campaign, I chose to focus on emphasizing the crunch and flavor aspect of the product itself and took phrases such as “packs a punch” to the next level. By portraying SKIPPY® jars with cartoon arms wearing punching gloves and humorously punching people, I wanted to communicate that SKIPPY® SUPER CHUNK® Peanut Butter really does “pack a punch” with its texture and flavor and that consumers will really enjoy the taste. The fun visuals and juxtaposition of photorealistic images and comic book/cartoon-styled elements really highlight the wackiness of the campaign and show that they, the ads, do not take themselves too seriously.