Unilever revamps Jif brand with “End BBQ Neglect” campaign


Unilever has repositioned its cleaning brand Jif in Australia with a quirky new video targeting a younger audience.

Titled 'End BBQ Neglect' the campaign is aiming to revitalise the product.

Zoo Group ECD, Paul Bruce says he feels that it “moves away from the traditional spin used to sell household cleaning products”.

The ad is the work of young agency Zoo Group Sydney, and will run across broadcast, digital and social. This is Jif's first Australian campaign in 19-years.

The ad 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.

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.

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