Different On The Inside
When Kraft Heinz decided to enter the booming snacking market in China with an entirely new biscuit brand, we designed the idea, the name, the identity and the communications for a quirky new brand that we called Jif Jaf.
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The Situation
Jif Jaf is a range of chocolate cookies with odd but delicious fillings such as cheese, matcha tea and chilli. Seemingly normal on the outside, but a little odd on the inside – the product truth gave us our brand idea. Just like all of us, these irresistible biscuits are ‘different on the inside’. To stand out in a category of loud logos and generic product shots, we created a family of adorably odd mascots to bring the brand idea to life.
The Solution
Each Jif Jaf flavour has a character persona inspired by its filling – Big Cheese is a charmer, Chilli Billy is an adrenaline junkie, and Mat Chakra’s match filling makes him too zen for his own good. The characters come to life on their own e-commerce store, on social media and on pack, encouraging young Chinese urbanites to embrace their own inner oddness.
