Milk-Bone + Jif: The collab-iest collab ever.
Cultural collabs are everywhere — sneakers, fashion, music drops — and shoppers love them. But what happens when two of the most iconic household brands join forces? Milk-Bone and Jif teamed up to launch the first soft and chewy Milk-Bone treat, made with real Jif Peanut Butter, exclusively at Walmart. Together, we created a pet-and-people collab that felt as fun and buzzworthy as any streetwear drop.
"The Milk-Bone® x Jif® collab turned parody into performance, delivering breakthrough results across every objective."
Where culture meets commerce.
Instead of following the national campaign, commerce led the way. We embraced collab culture, turning the Milk-Bone + Jif partnership into an exclusive Walmart moment. From playful creative to pet-parent activations, the idea was built to thrive in-store, online, and in social — right where shoppers make decisions.
When retail sets the tone.
This wasn’t commerce as an afterthought — it was commerce shaping the national story. Our Walmart-exclusive video not only engaged shoppers but went on to scale as the hero content of the national campaign. Proof that when retail leads, brands win bigger.
$0M
in total sales since
launch, with $6.4M in
the last 13 weeks
(+84.6%)
#0
Soft & Chewy PB
sub-brand with
21% market share
0%
of Milk-Bone's
growth in soft &
chewy snacks
0K
views on YouTube
for the national
campaign spot
