Jif x Luda

How Jif’ing Good is Jif? So good, Ludacris changed his flow for it. The hip-hop Atlanta favorite known for his eccentric personality and outlandish lyrics found his new flow by eating a spoonful of Jif peanut butter and rapping with it in his mouth…kind of like a new-school rapper sounds. The campaign was spread all across social media, including TikTok. Using #JifRapChallenge, Ludacris challenged others to rap with a spoonful of Jif in their mouths. Teaming up with 6 TikTok influencers, the challenge reached over 4B video views, 71.5M unique users (6% above TikTok hashtag challenge norms), and 391K hashtag challenge engagements.

The Launch Film

In the epic film ‘The Return’ it was revealed to the world that Jif Peanut Butter was the secret behind Luda’s new sound and rise to mumble rap fame. Directed by Grammy Award-winning music video director, and long-time Ludacris collaborator, Dave Meyers. The film also features a cameo from mumble rap star Gunna, who validates and welcomes Luda into the culture.

Original Rap Track

Here’s the full song if you’re interested. Luda wrote it himself even though I gave him notes and he completely ignored them but that’s fine. It’s fine.

#JifRapChallenge

It was time for everyone to embrace mumble rap in the #JifRapChallenge on TikTok. To kick things off Ludacris challenged TikTok to duet him with a mouthful of Jif Peanut Butter. Then, we worked with 6 rap influencers to amplify the challenge. The response was overwhelming, from rappers and non-rappers alike, proving that, with a mouthful of Jif, anyone can embrace mumble rap.

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