Cleaning gets competitive in JIF’s new ‘JIF MessMaster’ campaign via REBORN
JIF, part of Unilever’s Home Care portfolio, has launched its latest campaign ‘JIF Messmaster’ via independent creative agency REBORN, bringing bold new energy to the brand and showing Australians that cleaning doesn’t have to be a chore.
The campaign transforms everyday cleaning into a series of absurd, tongue-in-cheek challenges—proving JIF’s superior cleaning power with a distinctly Australian sense of humour and irreverence.
The campaign repositions JIF for a younger audience by tapping into the popularity of parody and the watchability of outrageous yet low-stakes competition. From greasy BBQs and filthy microwaves to kitchen disasters and party spills, JIF shines as the true master of mess.
REBORN partnered with production company HAPPY and director Miles Murphy to bring the series to life, enlisting well-known comedic talent Broden Kelly as the witty, deadpan host.
Says David Easton, CEO of REBORN: “This campaign is about flipping the narrative—taking cleaning, something traditionally mundane, and making it a moment of entertainment.
“We wanted to create content that shows a genuinely fun side of JIF. We’ve also extended the fun further by tasking influencers with their own over-the-top JIF Messmaster challenges, all in an attempt to win a coveted JIF Messmaster gold trophy.”
Mindshare, which led the campaign’s media rollout, identified key opportunities to connect with evolving audience behaviours, leveraging sponsorship ads through BVOD channels and tapping into the growing need to engage younger consumers across social platforms.
Says Abhigna Venkatakrishna, Implementation & Activation Director, Mindshare: “Mindshare is delighted to partner with Unilever on the JIF Messmaster campaign. JIF’s powerful cleaning, combined with the campaign’s humour and cultural relevance, presented a brilliant opportunity to connect with a new generation of Australians.”
Says Zeina Elkouka, Marketing & Strategy Head for Home Care at Unilever: “JIF is already trusted for its unbeatable cleaning power. Messmaster gives us a platform to connect with a new generation of Australians in a way that feels fresh, playful, and unmistakably JIF.”
The integrated campaign—planned by Mindshare and brought to life by REBORN and HAPPY—is rolling out nationally across digital platforms, social media, content partnerships and influencer activations.
Client: UNILEVER
Marketing & Strategy Head for Home Care: Zeina Elkouka
Regional Marketing Manager: Yin Hong Yeo
Unilever International Head of ANZ: Nabomita Bagchi
Creative Agency: REBORN
Founder: David Easton
Group Account Director: Shailei Forrester
Senior Copywriter: Eric Franken
Producer: Britt Groom
Account Director: Vici Page
Creator Campaign Manager: Stephanie Sison Cruz
Production Company: HAPPY
Director: Miles Murphy
First Assistant Director: Andrew McInally
Producer: Angela Murphy
Production Manager: Genevieve Martin
Production Assistant: Chloé Buckenmeyer
Director of Photography: Adam Clark
Cutter/Editor: Oliver Marshall
Media Agency: MINDSHARE
Implementation & Activation Director: Abhigna Venkatakrishna
Media Coordinator: Shania Goundar
Managing Director Leadership: Kate O’Ryan-Roeder
Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.