Research and media campaign

National Peanut Butter Lovers Day

OnePoll examined the peanut butter and snacking habits of 2,000 Americans – evenly split by their preference of crunchy vs. creamy peanut butter. The study was part of a media campaign ahead of Peanut Butter Lovers Day, and revealed what your favorite type of peanut butter says about you.

Jif Crunchy vs creamy


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Survey-led news story and visual content

Our research on behalf of Jif polled 1,000 people who prefer creamy peanut butter, and 1,000 who prefer crunchy. The study revealed sixty-three percent of those who prefer crunchy peanut butter describe themselves as optimists, compared to 56% of those who prefer creamy.

Other personality traits for creamy fans included being more of an early bird and more introverted – whereas their crunchy counterparts were more likely to be night owls and extroverts.

A third of all respondents described themselves as “extremely” passionate about their peanut butter preference.

Together with our earned media division 72Point, we crafted and distributed a survey-led news story with infographic and visuals, highlighting key findings from the research. The story earned extensive media exposure, landing 130 pieces of coverage, and direct links to the brand's website.

Jif Peanut Butter Preferences

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Header image by Vladislav Nikonov, Unsplash.

OnePoll conducted research on behalf of Jif. 2,000 American adults participated in the online survey – 1,000 who prefer creamy peanut butter and 1,000 who prefer crunchy. The research findings were used to create & distribute a page-ready news story and infographic ahead of National Peanut Butter Lovers Day.

BrandJifServicesOnline research, News story, Infographic, Media distributionLinkwww.jif.comContact

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