Unilever cleaning brand Jif has launched its first marketing activity in 19 years with a new campaign to reposition the product.
The campaign aims to appeal to a younger audience and demonstrate how the cleaning product can help restore old and neglected items.
The quirky ad, called End BBQ Neglect, features a man walking into people’s gardens to inspect the cleanliness of their barbeques.
It launched this month to capitalise on the annual Australia Day public holiday, which is traditionally celebrated with barbeques across the nation.
Paul Connell, ANZ Homecare Director at Unilever, said the company was “excited” about “the possibility of ending BBQ neglect across Australia”.
“It’s already gaining traction and a great response from audiences that wouldn’t normally engage in the category and we’re looking forward to celebrating together on Australia Day on a shiny Bronte BBQ,” said Connell.
The campaign was created by ZOO Group Sydney, who won the work following a competitive pitch.
Paul Bruce, ECD and partner at ZOO Group Sydney, said, “The campaign definitely moves away from the traditional spin used to sell household cleaning products and working with a client willing to test these boundaries to have some fun is always a plus.”
The campaign is running nationally across broadcast, digital and social media.