Smucker’s All Natural Peanut Butter: Exploring What’s Possible with AI
How AI Helped Us Reimagine a Classic Brand Story
This summer, we continued experimenting with the expanding possibilities of AI in production—developing a new test spot for Smucker’s All Natural Peanut Butter. The entire piece was created using AI, including the voiceover, music, character animation, and video composition.
At the heart of the product is its beautiful simplicity: just peanuts and a little salt. That idea guided the creative approach from the very beginning.
As we refine our AI workflow, we’ve made major strides in two areas:
More consistent character generation (especially with kid characters)
Greater realism and continuity across scenes and environments
Even so, one thing hasn’t changed:
Technology is powerful, but the story is what people remember.
To bring the natural benefits of this clean-ingredient product to life, we developed the Natural Families concept—a direction rooted in honest, everyday moments. It’s designed as a platform that translates especially well for social media storytelling, where authenticity and relatability win.
This test spot is part of a growing library that shows how AI can support creative range, speed, and experimentation—while still prioritizing thoughtful brand narratives.