JIF, part of Unilever’s Home Care portfolio, has launched its latest campaign with REBORN, which aims to bring a bold new energy to the brand and showing Australians that cleaning doesn’t have to be a chore.
JIF Messmaster campaign, created by the independent creative agency, transforms cleaning into a series of absurd, tongue-in-cheek challenges, proving JIF’s superior cleaning power with Australian irreverence.
The campaign repositions JIF for a younger audience by tapping into the popularity of parody and watchability of outrageous yet low-stakes competition. From greasy BBQs and filthy microwaves to kitchen disasters and party spills, JIF shines as the true master of mess. REBORN partnered with production company HAPPY and director Miles Murphy to bring the series to life, featuring well-known comedic talent Broden Kelly as the witty, deadpan host.
“This campaign is about flipping the narrative, taking cleaning, something traditionally mundane, and making it a moment of entertainment,” said David Easton, CEO of REBORN.
“We wanted to create content that shows a genuinely fun side of JIF. We’ve also extended the fun further by tasking influencers with their own over-the-top JIF Messmaster challenges, all in an attempt to win a coveted JIF MessMaster gold trophy.”
Mindshare, which led the rollout of the media, identified key opportunities to connect with evolving audience behaviours, leveraging sponsorship ads through BVOD channel and tapping into the growing need to engage younger consumers across social platforms.
“Mindshare is delighted to partner with Unilever on the JIF Messmaster campaign. JIF’s powerful cleaning, combined with the campaign’s humour and cultural relevance, presented abrilliant opportunity to connect with a new generation of Australians,” Abhigna Venkatakrishna, Mindshare Implementation & Activation Director, said.
Zeina Elkouka, Marketing & Strategy Head for Home Care at Unilever, added: “JIF is already trusted for its unbeatable cleaning power. Messmaster gives us a platform to connect with a new generation of Australians in a way that feels fresh, playful, and unmistakably JIF.”
The integrated campaign, planned by Mindshare and brought to life by REBORN and HAPPY, is rolling out nationally across digital platforms, social media, content partnerships and influencers.
UNILEVER
Marketing & Strategy Head for Home Care: Zeina Elkouka
Regional Marketing Manager: Yin Hong Yeo
Unilever International Head of ANZ: Nabomita Bagchi
REBORN:
Founder: David Easton
Group Account Director: Shailei Forrester
Senior Copywriter: Eric Franken
Producer: Britt Groom
Account Director: Vici Page
Creator Campaign Manager: Stephanie Sison Cruz
HAPPY:
Director: Miles Murphy
First Assistant Director: Andrew McInally
Producer: Angela Murphy
Production Manager: Genevieve Martin
Production Assistant: Chloé Buckenmeyer
Director of Photography: Adam Clark
Cutter/Editor: Oliver Marshall
MINDSHARE:
Implementation & Activation Director: Abhigna Venkatakrishna
Media Coordinator: Shania Goundar
Managing Director Leadership- Kate O’Ryan-Roeder