Hormel Foods Corp. is launching a new ad campaign for Skippy, the first for the brand in more than five years.

After undergoing global positioning research for the Skippy brand, Hormel Foods discovered consumers across the world believe peanut butter is fun. This led the company to use the beloved Skippy brand to spread yippee to peanut butter lovers everywhere. The simple joy of eating peanut butter will be brought to life across various brand platforms, from marketing to product innovations, and in the new multimedia advertising campaign.

The Skippy Yippee brand campaign features interactive social components on peanutbutter.com, an online “Fun Button” and a 30-second “Fun Factory” television ad highlighting how the fun gets into the peanut butter. Throughout the campaign, fans can use hashtag #SkippyYippee to share their own yippee moments and expressions on social media; the spread of yippee across the Internet will be tracked using hashtags and clicks, quantifying the increased fun that the Skippy brand brings to consumers.

“Since acquiring the Skippy product portfolio in January 2013, Hormel Foods has taken special care to cultivate and grow the brand; we wanted to hone in on the fun of enjoying peanut butter,” said Luis G. Marconi, vice president of grocery products marketing at Hormel Foods. “The Skippy Yippee campaign is a fantastic way to showcase the brand’s new direction and revitalization under Hormel Foods.”

Additional interactive digital elements are planned through 2015, including the opportunity to create one-of-a-kind peanut butter “art” and a challenge to fans and friends to play in a “Fun Factory” online game. The kippy Yippee campaign and the “Fun Button” will be promoted through ad units appearing across a broad mix of online media.