MaraNatha: Too Good For Jelly by Terri & Sandy

Agency: Terri & Sandy
Client: MaraNatha
Date: Sep 2017
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After spending many years together, peanut butter has decided it’s had enough of jelly’s antics and is ready to strike out on its own — at least according to nut butter purveyor MaraNatha, whose latest campaign features a lovelorn piece of bread slathered with jelly that can’t seem to fathom why he’s been dumped by his PB&J counterpart.

Created by New York agency Terri & Sandy, the quirky campaign aims to position MaraNatha’s line of peanut, almond and speciality butters as being “too good” for jelly.

One ad features an ‘80s-style montage of jelly as he goes through typical breakup clichés, like drinking alone in a dimly lit bar and walking dejectedly through the rain. Another features jelly late-night texting peanut butter in hopes of a second chance, a move that goes awry when peanut butter calls him out for being slightly drunk on corn syrup.

Credits

CCOs and CEOs: Terri Meyer, Sandy Greenberg

Creative Directors: JP Gomez, Sam Mazur

Art Directors: JP Gomez, Jaehyun Cho, Jeein Lee, Simin Lim

Copywriter: Sam Mazur, 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

Editors: Anita Chao, Sam Stulin

Line Producer: Joel Kretschman

Director of Photography: Ivan Abel

Art Director: Tim McDonald

Stop Motion Animators: Matt Somma, Matt Christensen

Compositors: Eric Lane, Rachel Rardin, Cassandra Mendez

2D Animation & Design: Nivedita Sekar

Colorist: Shawn King

Original Music and Music Supervision: Walker

Sound Design/Mix: Beatstreet NYC