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Transport to the Fluffy Side of Life with Jet-Puffed's Fantastically Colourful Campaign

Creative 234 Add to collection

Aardman Studios led its animation to VaynerMedia's latest campaign for America's favourite marshmellow

Transport to the Fluffy Side of Life with Jet-Puffed's Fantastically Colourful Campaign

Today JET-PUFFED, ‘America’s Favourite Marshmallow’ for more than half a century, introduced a new look and creative from VaynerMedia as part of a new creative campaign called ‘The Fluffy Side of Life.’

The new 60 second creative spot was animated by Aardman Studios, the creators of famed cartoons ‘Wallace & Gromit’ and ‘Chicken Run’, and introduces JET-PUFFED Nation, a fantastical world where JET-PUFFED Pals live in fluffy euphoria – turning spilled milk into hot cocoa. The spot gives consumers a peek into ‘the Fluffy Side of Life’ and serves as a reminder that JET-PUFFED is there to puff up any moment. One view of the new creative and you’ll instantly be transported to a sweeter reality.

“Nothing compares to the joy of biting into a light, fluffy JET-PUFFED marshmallow. Our goal was to ensure all aspects of our brand, from packaging to creative, exuded that same marshmallow-induced joy people have come to expect from the JET-PUFFED brand. We’re thrilled to have a creative campaign that communicates our purpose to puff up any moment and make life a little less stressful and a little more fun.” said Allison Kelly, associate director, Core Desserts

"We’ve all had that moment when you bite into a marshmallow and experience that tooth hug of yummy goodness that makes reality sweeter, if just for a moment. That’s what JET-PUFFED Nation is all about. It’s the permission to escape whatever is weighing you down and look on the positive, lighter, fluffy side of life.” said Matt Herr, creative director at VaynerMedia

“From the beginning, we knew that the JET-PUFFED brand world should extend beyond just packaging. Simple, sweet, euphoric fluffiness practically begs to be shared. The vibrant colours and witty tone of voice, along with the brand’s characters provide a playful, energetic toolkit for expressing the brand’s personality: delightfully uncomplicated, upbeat and quirky.” said JB Hartford, creative director at Jones Knowles Ritchie (JKR)

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Client: Kraft Heinz

Head of Brand Building: Nicole Kulwicki

Associate Director: Allison Kelly

Senior Associate Brand Manager: Juan Ojeda


Agency: VaynerMedia

Chief Creative Officer: Rob Lenois

Group Creative Director: Mike Pierantozzi

Creative Director: Vince Lim

Creative Director: Matt Herr

Associate Creative Director: Allison Navon

Associate Creative Director: Jessica Lomasson

EVP: Nick Miaritis

VP, Group Account Director: Ryan Martin

Account Supervisor: Priscilla Barrett

Project Manager: Hannah Welch

Chief Production Officer: Aaron Kovan

Senior Producer: Alex Lao


VFX: Aardman

Director: Will Studd

Executive Producer: Jason Bartholomew

Producer: Sami Goddard

Production Coordinator: Emily Stone

Concept Artist: James Grant

Concept Artist: Davide Mastrolonardo

Storyboard Artist: Luis Zamora Pueyo


CG Supervisor: Ben Toogood

CG Artist: Nathan Guttridge

CG Artist: Chris Hawkes

CG Artist: David Klein

CG Artist: Andrew Lavery

CG Artist: Rich Spence

CG Artist: Chuen Tsang

CG Artist: Signe Tveitan


Animator: Jonathan Baker

Animator: Eva Bennett

Animator: Mat Rees

Animator: Edward Sherwood

Animator: Inez Woldman


Editor: Dan Pask


Colourist: Bram Ttwheam

Music and Sound 

Original Music: Woolly Music

Sound Design: Vayner Productions

Executive Producer: Laura Shea

Mixer: TJ Dumser

Genres: Animation, Music & Sound Design

Categories: Food, Confectionery

VaynerMedia, Mon, 24 Aug 2020 10:31:08 GMT