The food and beverage industry is ripe with examples of marketing collaborations, especially with celebrities and musicians. The peanut butter category alone has seen some fantastic efforts in the past, some of which we’ve covered here on Speaking Human. The most recent example is Jif’s “little project” with rapper Ludacris. It all culminates into an ad spot that demonstrates how the lyrical flow in his new song is inspired by the brand’s peanut butter.

Not only is the effort a fun exploration of how brands can partner up with an artist, it also gives fans an opportunity to join in on the fun via TikTok and the #JifRapChallenge.