SAM MAZUR đź’Ą
CREATIVE DIRECTOR + COPYWRITER
MaraNatha Nut Butter breaks up with jelly.
PB&J was the greatest combo of all time. Until MaraNatha came along. Slow-roasted, small-batch nut butters so good you eat them by the spoonful. No jelly required. We broke up the world's most iconic sandwich and proved nut butter was better off all alone.
Director: Peter Sluszka, Hornet
Press: AdAge, Adweek, The Drum
MARANATHA NUT BUTTER
TOO GOOD FOR JELLY
MEDIA
TV/Outdoor/Social/Branded Content
ROLE
New Business Win/Concept/Creative Direction/Copywriting/Tagline
AGENCY
Terri & Sandy
PB & Who? Best enjoyed by the spoonful, small batch MaraNatha peanut and almond butters are “Too Good For Jelly.” So in its first-ever ad campaign, MaraNatha puts a sudden end to the famous, yet unhealthy sandwich relationship. This puts jelly into an emotional tailspin, captured in five stop-motion films, one for each stage of grief. More at sammazur.com/maranatha
PB&Who? Handcrafted in small batches, MaraNatha peanut and almond butters are “Too Good For Jelly.” And best enjoyed by the spoonful. To get its better-tasting, better-for-you, nut butters into shopper’s cart, first MaraNatha had to sever its unhealthy relationship with jelly. The abrupt breakup sends jelly into an emotional tailspin—captured in five stop-motion films— one for each stage of grief. More at sammazur.com/maranatha
#TooGoodForJelly
PB& who? Sandwich sweeties no more, MaraNatha and Jelly’s gooey breakup drama unfolds on social media during the launch.
