Communications Plan

In Partnership with Arts & Letters Creative Co.

Smucker's

The Spread

Ask

Create a communications plan that will make summer 2021 the Summer of Jelly for Smucker's.

Problem

How do we get people to use their jelly and jam, especially when it’s not time for a PB&J or a slice of toast?

Strategy

Open a jar of adventure.

Concept

Smucker's: The Summer of Jelly

Summary

By 2021, Americans had spent two summers social distancing, staying indoors and shying away from adventure. While hunkering down inside and trying to create a new normal, Americans leaned on nostalgic food, like jelly and jam, for comfort. With summer quickly approaching, Arts & Letters Creative Co. asked my team to create a communications plan for Smucker's that would encourage people to not leave their jelly behind while they enjoy their well-earned summer freedom. Our assignment was to make summer 2021 the Summer of Jelly. After researching America's sticky relationship with jelly, we created a communications plan that would spark summer excitement and exploration with the sweetest companion.

Summary

Observation

Everyone has it. That jar of jelly that's been sitting in the back of your fridge for...we're not sure how long. Maybe after a long day at work or in the middle of a rom-com marathon, you might notice the jar and be tempted to make a PB&J.

But for the most part, it just sits there.

In 2020, fruit spread consumption increased by more than 9%

Problem

The problem isn’t building awareness for Smucker’s. It’s not even getting people to buy jam.

The issue is getting people to use their jelly and jam, especially when it’s not time for a PB&J or a slice of toast.

The Smucker's Summer of Jelly

Let's launch a summer-long, integrated campaign to keep Smucker’s on people’s minds and show them exciting new ways to relate to the brand.

Strategy

Open a jar of adventure

Role of Comms

Showcase unique and adventurous new ways to engage with Smucker's.

Jelly isn't sticky enough to stay in people's mind

Interest

Always stuck with bread and peanut butter

1

Awareness

Getting picked

Action

There's no spark or spunk with spreads

Comms Plan

Task

Keep Smucker's top of mind and at the front of fridges

Task

Show exciting new ways to use jelly and relate to Smucker's

Task

Build a preference for Smucker's over other food at home

Task

Give people the confidence to use jelly in unexpected ways

Awareness

Decision

Jelly, Unexpected

Don't think jelly could be a part of your summer plans? Well, here it is. Jelly in the most unexpected places to inspire consumer creativity with the brand and create memorable experiences.

Tone

Bright
Fun
Adventurous

Summer Road Trip

Food truck pop-ups
Social campaign
Vlog videos
Raffles on location

Media

"That's My Jam" Playlist
OOH ads in unexpected places
TV and radio spots
Recipe on Tik-Tok, Instagram and Pinterest

Giveaways & Swag

The Ultimate Picnic Basket Giveaway
Product samples
Swag bags
Digital coupons

Activation: Smucker's Summer Road Trip

Launch Smucker’s food trucks to travel around the country to popular vacation destinations, and:

Showcase a diverse and adventurous menu of jelly-inspired foods
Hand out recipe cards for DIY project ideas

Their locations will be announced on local and national radio stations along with radio spots. For audiences that prefer curated playlists, we put together a "That's My Jam" playlist on Apple Music and Spotify to connect to the summer vibes with some nostalgic classics, modern hits and the right amount of jam puns.

Smucker's Comms Plan_Ashanti,Josh,Kai,Ka

Jelly Eaters

Kai Butler (Mixed Berry) - ST

Karah Smith (Peach) - ST

Josh Zinger (Blueberry) - ST

My Role

This team worked so well together. We did a lot of the research and ideation as a team. I particularly enjoyed:

Creating the consumer journey
Mapping out the road trip and coorsponding assets
Researching what people actually do with jelly