Campaign Objectives: We want Skippy Peanut Butter to be the number one choice for peanut butter lovers in Canada
Target: Adult peanut butter lovers in Canada. Though adults of all ages enjoy peanut butter, the fat part of the target is 20-35. They will eat the peanut butter out of the jar at work, with celery, apples, pancakes, bacon, shakes and will try it with everything. For them it is a condiment and they can't live without it. They go through at least one jar every two weeks and sometimes every 3 days. Peanut butter makes everything better.
Insights: There target is always trying to find new ways to eat their peanut butter and unafraid to experiment. They are always looking for the next best thing in peanut butter.
Single Minded Thought: Skippy has the BEST peanut butter taste.
