No Rules | Skippy

A humorous social campaign challenging peanut butter misconceptions.

Overview
This campaign was created to encourage 25–35-year-olds to try Skippy by challenging misconceptions around peanut butter’s texture and usage. The work focuses on Skippy’s smooth spreadability and uses humour to make the product feel playful, flexible and easy to enjoy.

The Problem
Peanut butter is sometimes seen as dry, sticky or difficult to spread. These perceptions can make the product feel heavy or limiting, especially for people who do not already use peanut butter regularly.

Insight
If people think peanut butter is dry or difficult to use, the best way to challenge that perception is to exaggerate the opposite: Skippy is smooth, playful and does not need rules.

Big Idea
Soak it. Snack it. Spread it. No rules.

Execution
The campaign uses bold, humorous visuals across social media, including exaggerated scenarios such as spreading peanut butter with a trowel. The aim is to make Skippy feel smoother, more flexible and more fun than people expect.

My Role
I worked on the creative concept, campaign line, copywriting and visual direction, developing a social-first idea that uses humour to challenge product misconceptions.