OMS & JIF

All Case Studies
Case Study — CPG / Food / Peanut Butter / Campaign

JIF. Turning Friday
Into #TJIF.

Jif and agency partner SaatchiX set out to hijack everyone's favorite acronym for their own - swapping "Thank God" for "Thank Jif" and building a campaign around the idea that Friday just tastes better with a spoonful of Jif. OMS partnered with SaatchiX to produce the studio and lifestyle imagery that brought TJIF to life across every channel.

Client Jif (The J.M. Smucker Co.)
Agency Partner SaatchiX
Services Photography · Food Styling · Retouching · Set Design
Studio Cincinnati, OH
Output Social · Digital · Retail · Advertising
01 The Brief

A familiar phrase, a new craving.

SaatchiX came to OMS with a simple but sticky idea: take the most universally understood acronym in pop culture and make it Jif's own. TJIF needed imagery that felt spontaneous and social-native, while still delivering the appetite appeal and product clarity a Smucker's-owned brand requires across every retail and digital touchpoint.

OMS was brought in as production partner to shoot the full library supporting the campaign launch - from hero product jars to the spoonful moments that made the whole concept work.

  • 01Studio hero photography for Jif's core creamy and crunchy jar lineup
  • 02Lifestyle "Friday moment" imagery built around the TJIF concept - the spoon, the pantry raid, the after-work craving
  • 03Social-first crops and campaign variants sized for Instagram, TikTok, and paid social
  • 04In-house retouching to keep product color, texture, and label compliance consistent across every asset
02 Our Approach

Built with SaatchiX. Produced in-house at OMS.

A campaign built on a pun only works if the imagery sells the craving first. OMS's in-house team - food stylists, photographers, prop designers, and retouchers - worked directly with the SaatchiX creative team to translate the TJIF concept into a shot list that felt fun on set and flawless on screen.

Phase 01 - Pre-Production
Concepting the TJIF moment with SaatchiX
OMS collaborated closely with the SaatchiX creative team to translate campaign concepts into a practical shot list - balancing the humor of the TJIF idea with the product clarity Jif's brand standards require.
Phase 02 — On-Set
Styling the perfect spoonful
Peanut butter is deceptively difficult to shoot - texture, spoon drips, and swirl consistency all have to hold up under studio lighting. OMS food stylists managed every pull, swirl, and spread to keep each shot appetizing and on-brand.
Phase 03 — Post-Production
Retouching for brand and platform
OMS's in-house retouching team handled color grading, label accuracy, and background cleanup, then reformatted the full library across the aspect ratios needed for social, digital, and retail placements.
Phase 04 — Delivery
A launch-ready library, on schedule
OMS delivered the full asset library to SaatchiX and Jif ahead of the campaign launch window, giving both teams room to build out paid social and in-store activations without waiting on production.
a jar of peanut butter
03 The Work

The complete #TJIF image library - studio hero shots, spoonful moments, and social-native lifestyle imagery produced for Jif and SaatchiX.

04 The Films

Bringing #TJIF to life in motion.

Alongside the photo library, OMS produced supporting video content for the campaign - built to carry the same on-set craving and TJIF energy into social and digital placements.

TJIF - Campaign Film
TJIF - Social Cutdown
05 The Results

On-brand, on-trend, and ready for Friday.

4+
Channels served from a single shoot - social, digital, retail, advertising
1
Integrated production partner for agency and brand
100%
In-house - styling, photography, retouching
5
Unique sets and scenes
  • Full campaign image library delivered on schedule for the #TJIF launch across social, digital, and retail
  • Product and label accuracy held to Jif and Smucker's brand compliance standards throughout retouching
  • Direct collaboration with SaatchiX's creative team kept concept, styling, and execution aligned from brief to delivery
  • Social-first crops and variants gave the campaign flexibility across paid and organic placements
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OMS Photography specializes in full-service food, CPG, and consumer brand photography from our studios in Cincinnati, OH and Denver/Golden, CO - partnering with agencies and in-house brand teams from pre-production through final retouching.

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