The Lil Jif Project

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

First, Ludacris wrote and record an original mumble-rap inspired track that streamed on on Spotify, Apple Music, SoundCloud and Tidal. The track was recorded at the iconic Patchwerk Studios in Atlanta, by Legendary producer Kevin "She'kspere" Briggs. It was then promoted online and in OOH like a typical album release.

The track sparked speculation in the press and on social media about what was behind Ludacris' mumbled new flow.

Ice Box Stunt

To further fuel speculation in the lead-up to the reveal, Jif partnered with iconic rap jeweler Ice Box, to create a 37 carat Jif Jar that Ludacris teased with his new track on The Breakfast Club radio show. 

Limited Edition Lil Jif Jar

Lil Jif jars were sent as ‘mumble rap starter kits’  to influencers, and as a reward for the best rappers in the #jifrapchallenge. Each jar was individually tagged by Atlanta street artist Aesek and complimented with a gold plated spoon on a chain. The design of the box was a nod to the drip fashion culture popular in the mumble rap community.

#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, rap influencers amplified the challenge. And the response was overwhelming, from rappers and non-rappers alike, proving that, with a mouthful of Jif, anyone can embrace mumble rap.