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Find Your Inner Jif-Jaf

THE BRIEF
Kraft Biscuits has reemerged with an exciting announcement: the introduction of a brand-new,
specially crafted biscuit for millennials called JIFJAF. JIFJAF has launched a campaign to generate buzz in China.

THE IDEA
Millennials are drawn to adventure, harboring a unique and playful spirit within them, often concealed. JIFJAF aims to
awaken this inner "monster" and help rediscover their distinctive personalities, unleashing their vibrant and playful essence.

THE APPROACH
JIFJAF distributed a creative "bite-able" invitation to the media and unveiled the "Find Your Inner JIFJAF" mobile microsite,
allowing individuals to discover which JIFJAF mascot represents them. This initiative aimed to guide them
towards the on-ground Brain-wave Taste Test Room. Collaborate with famous artist Tao Huang (黄子韬) personate one of the character which has the same personality as him, shows up the fun soul of the character.

We pioneered the innovative Brain-wave Taste Test, offering a 360-degree immersive experience to sample all
four distinct flavors and determine which JIFJAF character best suits you. Following the test, we guide participants to JIFJAF World,
where they can engage and interact within their own personalized JIFJAF environment.

JIFJAF X TAO X TMALL
We partnered with renowned artist TAO, who embodies the JIFJAF mascot, Mr. Cheese,
to extend an invitation to everyone for the TMALL JIFJAF Live Stream Party.
Join the festivities, win prizes, and purchase TAO's exclusive limited edition JIFJAF products.

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