It depends...

If you want to play it as a big pair with a large likelihood of taking the pot down on the flop or turn unimproved, then you need it heads up.

If you want to play it for set value (as in lose a lot of small pots where you don't have a set, hoping to make up for it with large pots where you do have a set), then you don't need it heads up. It depends on the game. If everyone is really loose and you have 6 loose people left to act behind you, you don't want to play JJ out of position in a big pot against loose players, generally.