{"id":20377,"date":"2018-06-13T19:54:00","date_gmt":"2018-06-13T23:54:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20377"},"modified":"2026-09-24T19:56:25","modified_gmt":"2026-09-24T23:56:25","slug":"the-many-funny-faces-of-the-jif-jaf-biscuits","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-many-funny-faces-of-the-jif-jaf-biscuits\/20377\/","title":{"rendered":"The Many Funny Faces of the Jif Jaf Biscuits"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Have you heard of Jif Jaf? Launched by Kraft Heinz, Jif Jaf is a line of chocolate sandwich biscuits that recently debuted in China. Also available in wafer packs and butter cookies, the brand is meant to target <a href=\"http:\/\/www.digitalmarket.asia\/kraft-heinz-launches-new-biscuit-brand-jif-jaf\">Chinese millennials<\/a> who are caught in a tug of war in wanting to fit in but also embrace their differences and express their selves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How does a biscuit help do to that, exactly? It\u2019s all in the filling. Kraft Heinz worked with creative agency <a href=\"https:\/\/www.jkrglobal.com\/\">Jones Knowles Ritchie<\/a> (JKR) Singapore to bring the campaign to life including naming and packaging the product and developing the brand idea. Jif Jaf biscuits combine unusual flavors \u2014 like chocolate and cheese \u2014 to create deliciously different combinations. They\u2019re a little unusual, just like each individual person is, and that\u2019s what makes them so special.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/jif_jaf_kraft_heinz.jpg\" alt=\"\" class=\"wp-image-8234\" style=\"aspect-ratio:1.7777777777777777;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Biscuits this unique deserve their own mascots and JKR brought each flavor to life with its own character. Animated by <a href=\"http:\/\/lightfarm.com\/\">Lightfarm Studios<\/a>, these four characters are full of personality and experience plenty of wacky situations in their flavor-filled universe.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/jif_jaf_big_cheese.jpg\" alt=\"\" class=\"wp-image-8231\" style=\"aspect-ratio:1.794392523364486;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Big Cheese<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Representing the cheese and chocolate biscuits is \u2014 who else? \u2014 Big Cheese. He\u2019s a bodybuilder and a real heavyweight champ when it comes to lifting, if you couldn\u2019t already tell from the photo above. The Big Cheese has also been described as a ladies man, but something tells us that even though he\u2019s charming, his pick-up lines are probably a little cheesy too.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/jif_jaf_cocoa_bell.jpg\" alt=\"\" class=\"wp-image-8233\" style=\"aspect-ratio:1.7877094972067038;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cocoa Bell<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A double chocolate biscuit, Cocoa Bell is perfect for any and all sweet tooth cravings. Her side of the Jif Jaf flavorful universe is one where sweets reign supreme and everything in her world is made out of chocolate.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/jif_jaf_chilly_billy.jpg\" alt=\"\" class=\"wp-image-8232\" style=\"aspect-ratio:1.791044776119403;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Chilly Billy<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t let his name fool you. Chilly Billy isn\u2019t cold, but is actually quite spicy. He\u2019s a chili and chocolate biscuit and judging from the illustration, he\u2019s hot, hot, hot! This character is a thrillseeker and risk taker, not unlike anyone who dares to snack on this Jif Jaf.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/jif_jaf_mat_chakra.jpg\" alt=\"\" class=\"wp-image-8235\" style=\"aspect-ratio:1.807909604519774;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mat Chakra<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A combination of matcha and chocolate, Mat Chakra may be the most zen brand mascot we\u2019ve ever had the pleasure of writing about. Likes: his yoga mat and peaceful hues. Dislikes: anyone or anything that could potentially throw off his vibe.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Have you heard of Jif Jaf? Launched by Kraft Heinz, Jif Jaf is a line of chocolate sandwich biscuits that recently debuted in China. Also available in [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20378,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Many Funny Faces of the Jif Jaf Biscuits | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-many-funny-faces-of-the-jif-jaf-biscuits\/20377\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Many Funny Faces of the Jif Jaf Biscuits\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Have you heard of Jif Jaf? Launched by Kraft Heinz, Jif Jaf is a line of chocolate sandwich biscuits that recently debuted in China. 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