I was busy working (scrolling Instagram) when an ad for this product caught my eye. The promo page contained an alarming amount of content about a fictional merger (“THE MERGER”) between Peanut Butter Group and Chocolatey Corp to create a company playfully nicknamed “PBC.”
The website included a timeline of the two businesses, bios about the CEOs (one of whom was played by Gerri from Succession in a tiny movie that accompanied the text), even a twenty-three-slide PowerPoint presentation, which I admit I downloaded but only glanced at, because I draw the line at performing labor for peanut butter under late capitalism.
Clearly, Jif’s marketing department understood the assignment and really, really committed to the bit. But corporations skew evil and the characters on Succession were soulless greed goblins. And while that made for some excellent prestige TV, why would comparing the creation of choco-fied peanut butter to a corporate acquisition make me want to eat it?




