“We’ve thought about that line since the song came out,” says Jen Nolander, marketing director in grocery products marketing for Hormel Foods. “We knew that music was going to be a very important part of this campaign and as we evaluated music we knew that ‘Uptown Funk’ was the only answer.”
And, for the first time, Skippy is using the same idea to sell both peanut butter and snacks. Separate ads for Skippy peanut butter, Skippy Natural peanut butter and Skippy P.B. Bites feature the new tagline “Be Smooth Like Skippy.” The campaign comes from BBDO Minneapolis.