Creativity

Jelly Has a Painful Breakup With Peanut Butter in These Funny MaraNatha Spots

Campaign Explains It's So Good You Can Eat It Alone

By Alexandra Jardine. Published on Sep 14, 2017

Editor's Pick

A new animated campaign for Hain Celestial's MaraNatha nut butter range has fun with the idea that it's "too good" for jelly, so the two go though a painful breakup.

A series of spots by agency Terri & Sandy show a devastated slice of jellied toast trying to cope with the split. In the ad seen here, which is set to an '80s-style breakup song (think Chicago), we seen him going through therapy, drinking alone in a bar and trying in vain to win MaraNatha back before seeing the product being eaten alone, straight from the jar.

Other ads see the jelly character leaving angry phone messages, late night texting after "too much corn syrup," and weeping his way through a box of tissues. Hornet is responsible for the cute animation.

"When we were in creative development, we found ourselves eating MaraNatha directly out of a bowl, spoon in hand," explains Sandy Greenberg, CEO of Terri & Sandy, in a statement. "Suddenly, one of our creative teams envisioned an animated character called 'Sad Jelly' who was depressed because he was no longer needed. We knew right then we had the beginnings of a great campaign, and a big idea for a little fighter brand."

The spots are set to run on TV, in cinema, online and OOH and there will also be digital and social content. The campaign theme will also appear in content partnerships with The Food Network and Cooking Channel and influencer marketing across blogs like PopSugar, Pure Wow and MindBodyGreen.

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About

Credits

Date
Sep 14, 2017
Agency:
Terri & Sandy
Client:
MaraNatha
Vice President of Marketing:
Leah Dunmore
Senior Brand Manager:
Naijia Huang
Marketing Brand Assistant:
Taylor Clarkson
CEO & CCO:
Terri Meyer
CEO & CCO:
Sandy Greenberg
Creative Director:
JP Gomez
Creative Director:
Sam Mazur
Art Director:
JP Gomez
Art Director:
Jaehyun Cho
Art Director:
Jeein Lee
Art Director:
Simin Lim
Copywriter:
Sam Mazur
Copywriter:
Mark Carlson
Executive Producer:
Jenny Russo Novak
Director of Strategic Planning:
Tracy Chapman
Strategic Planner:
Molly Burns
Integrated Account Director:
Hollie Doran
Account Supervisor:
Alex Vetrano
Senior Account Executive:
Emily McCormick
Production Company:
Hornet
Director:
Peter Sluszka
Executive Producer:
Hana Shimizu
Head of Production:
Sang Jin Bae
Development Producer:
Kristin Labriola
Producer:
Cathy Kwan
Production Manager:
Claudia Gaspar
VFX Supervisor:
Eric Lane
Editor:
Anita Chao
Editor:
Sam Stulin
Line Producer:
Joel Kretschman
Director of Photography:
Ivan Abel
Art Director:
Tim McDonald
Stop Motion Animator:
Matt Somma
Stop Motion Animator:
Matt Christensen
Compositor:
Eric Lane
Compositor:
Rachel Rardin
Compositor:
Cassandra Mendez
2D Animation & Design:
Nivedita Sekar
Colorist:
Shawn King
Original Music and Music Supervision:
Walker
Sound Design/Mix:
Beatstreet NYC

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