Jackpot Peanut Butter - Blue collar New Jersey hits London

The Brief
Jackpot Peanut Butter needed to establish their distinctive brand identity in the London market. They wanted to bring their Blue Collar New Jersey roots – with all the community spirit and rock 'n' roll attitude – to a new audience.

The Strategy (Spine)
The client identified that London's food scene was filled with polished, aspirational brands, creating an opportunity for Jackpot's authentic, down-to-earth American personality to stand out. Their community focus and rock 'n' roll ethos became the strategic foundation.

The Voice (Soul)
Using Bruce Springsteen as my muse, I developed a tone of voice that captured Jackpot's New Jersey roots without feeling like a caricature. The language balanced blue-collar authenticity with community values, avoiding hipster clichés while maintaining a distinctive, slightly rebellious edge.

The Brand Connection (Heart)
The brand positioning tapped into a desire for authentic food with genuine character and values. By emphasizing community and rock 'n' roll spirit, we created an emotional connection that went beyond the product to a sense of belonging and attitude.

The Impact
Jackpot successfully established itself in London's competitive food scene with a distinctive personality that stood apart from both artisanal pretention and corporate blandness. The brand voice resonated with customers looking for products with genuine character.

My Role: Tone of voice development, web copy, social media ideas and copy.

In Action: See below for sample content.