Experience the Swirl

  • Consumer Insights

    We know our target market as the “PB&Jers”. They are social people, looking for fun times, they are overachievers and care deeply about their future. They’re naturally curious and are looking for new experiences.

  • Brand Insights

    Uncrustables gives “PB&Jers” a way to infuse a burst of fun to their day-to-day life. Uncrustables is the perfect and classic mix of PB&J that with its delicious taste never fails to make them happy.

  • Strategy Statement

    For the “PB&Jers” who live for simple pleasures, Uncrustables provides them with instant hapiness they can put in their mouth.

Creative Strategy

Our creative strategy is all about encouraging PB&Jers to enjoy the classic mix of flavors they love. Our designs will work to evoke the sensation of PB&J swirling in their mouth. With swirls of purples, browns, and reds– the classic colors of an Uncrustable– our target market will easily visualize the flavor and sensation of taking a bite of an Uncrustables. This approach will change the perception of Uncrustables from childish to fun and immersive as our target market begins to “Experience the swirl.”

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“As Smooth as this tune”

Most of our target market listens to music during the day, especially while studying for tests. We would take advantage of this by paying for advertising in Lofi and Classical music playlists on Spotify, with a focus on playlists that have been made specifically to be "study playlists."