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The Makers of SKIPPY® Peanut Butter Announce National Advertising Campaign: BE SMOOTH LIKE SKIPPY™


Austin, Minn.

The makers of SKIPPY® peanut butter announced today the launch of the BE SMOOTH LIKE SKIPPY™ national advertising campaign created to showcase the smoothness and deliciousness of SKIPPY® peanut butter.

The BE SMOOTH LIKE SKIPPY™ campaign includes a series of videos with child actor Cooper Friedman performing a variety of smooth tasks, as well as enjoying SKIPPY® peanut butter. The campaign, which includes both 15- and 30-second spots, will air on national television as well as select digital and social channels, and incorporates both core peanut butter and natural spreads of SKIPPY® peanut butter. The campaign also showcases one of the brand’s newest products, SKIPPY® P.B. Bites, with 30-second spots providing “bite-sized advice on how to be smooth.”

SKIPPY® peanut butter is undeniably smooth,” said Jennesa Kinscher, brand manager for SKIPPY® peanut butter. “The campaign showcases the fun, light hearted personality of the SKIPPY® brand, while the creative underscores how smooth and craveable SKIPPY® peanut butter is.”

Additionally, the makers of SKIPPY® peanut butter have licensed the song “Uptown Funk” from record producer Mark Ronson featuring 11-time Grammy-winning singer and songwriter Bruno Mars. The spot includes the lyrics “smoother than a fresh jar of Skippy”, which tie into the overall campaign.

“Associating an iconic brand like SKIPPY® peanut butter with the iconic, Grammy-winning song ‘Uptown Funk’ was very important to us,” said Kinscher. “The song does an incredible job amplifying the spot and harnessing the ‘be smooth like Skippy’ discussion that’s already happening in pop culture around the world.”

Developed with BBDO Minneapolis, the BE SMOOTH LIKE SKIPPY™ campaign represents the company’s second launch of a national marketing campaign in the past three years. In 2016, Hormel Foods launched a campaign for the company’s new SKIPPY® P.B. Bites product.

“When people open that fresh jar of SKIPPY® peanut butter, we want them to say wow that’s smooth, while also emphasizing smooth as an attitude and a way of life,” said David Mackereth, creative director for BBDO Minneapolis.

The anthem spot from the campaign can be viewed at

Media planning and buying for the campaign was done by PHD Worldwide.

For more information about SKIPPY® peanut butter products, including recipes, nutritional information and where to buy, visit or follow the brand on social media at and

About Hormel Foods – Inspired People. Inspired Food.

Hormel Foods Corporation, based in Austin, Minn., is a global branded food company with over $9 billion in annual revenues across 75 countries worldwide. Its brands include SKIPPY®, SPAM®, Hormel® Natural Choice®, Applegate®, Justin’s®, Columbus®, Wholly Guacamole®, Hormel® Black Label® and more than 30 other beloved brands. The company is a member of the S&P 500 Index and the S&P 500 Dividend Aristocrats, was named one of “The 100 Best Corporate Citizens” by Corporate Responsibility Magazine for the ninth year in a row, and has received numerous other awards and accolades for its corporate responsibility and community service efforts. In 2016, the company celebrated its 125th anniversary and announced its new vision for the future – Inspired People. Inspired Food.™ – focusing on its legacy of innovation. For more information, visit and