The Peanut Butter Revolution: A Game-Changer for Snack Time
Discover how Jif's innovative campaign is reshaping snack culture and saving the day for neglected celery.
The Neglected Snack: A Call to Action
In a bold and revolutionary move, Jif, the beloved peanut butter brand, is spearheading a mission to revolutionize game day snacking. The 'Save the Celery' campaign is a rallying cry to combat the neglect of celery, often discarded and overlooked during game day festivities. This groundbreaking initiative aims to encourage consumers to reimagine celery as the perfect companion to Jif peanut butter, transforming snack time as we know it.
On the eve of the Super Bowl, a monumental event in American sports culture, consumers are invited to participate in the movement by visiting a dedicated microsite. Here, they will have the opportunity to receive a complimentary jar of Jif, courtesy of the innovative food delivery service, GoPuff. The campaign's reach extends across television, video, and social media on a national scale, with strategic partnerships including influencer Jessie James Decker and a captivating collaboration with Barstool Sports and the renowned YouTube series, 'Hot Ones'.
Resurrecting Celery: Unveiling the Potential
J.M. Smucker Co.'s iconic brand, Jif, has embarked on a mission to shine a spotlight on the underappreciated celery—a staple often sidelined at live sporting events, particularly the Super Bowl. With staggering statistics revealing that Americans consume over 1 billion wings during the highly anticipated game, the plight of celery as a mere side dish is brought to the forefront. Surprisingly, a mere 14% of consumers express a preference for celery, shedding light on its overlooked status as a game day snack.
At the heart of the 'Save the Celery' campaign lies the dedicated microsite, www.savethecelery.com, serving as an informational hub for football enthusiasts eager to 'make a snack to make a difference.' The microsite unveils the transformative potential of combining Jif with celery, offering consumers the chance to claim a complimentary jar of Jif delivered by GoPuff on the day of the Super Bowl. Complementing this initiative is the emotionally resonant 'Celery Sorrows' spot, a 90-second portrayal of celery's tragic fate until its redemption through the harmonious pairing with peanut butter.
This visionary campaign, brought to life in collaboration with PSOne, Publicis Groupe's bespoke Power of One solution for J.M. Smucker Co., is led by the creative prowess of BBH USA. Peter Defries, group creative director at BBH USA, expressed the campaign's strategic approach, stating, 'Jif wanted to hack the biggest dip day of the year with a dip you never see at the party – peanut butter. And once we realized we had the perfect way in with discarded celery, it was a no brainer.'
The Multi-Faceted Campaign: Amplifying Impact
The pervasive influence of Jif's campaign is evident in its strategic media collaborations, each contributing to the amplification of its message. Notable among these is the partnership with Barstool Sports, encompassing a feature on the 'Pardon My Take' sports podcast, as well as engaging content across YouTube, Instagram, and Facebook. Additionally, the campaign extends to the podcast of Bill Simmons, founder of the esteemed sports website, The Ringer, leveraging unscripted host reads to captivate audiences.
In the lead-up to the Super Bowl, Jif's presence will be felt on the popular celebrity show, 'Hot Ones,' as it sponsors the 'Truth or Dab' segment. This compelling collaboration, featuring former NFL player Spice Adams, presents a unique opportunity to reach a broader audience beyond football enthusiasts. Furthermore, New York City sports bars will serve as epicenters of Jif's activation, offering Jif-To-Go samples and branded 'Save the Celery' coasters, stickers, and wing liners adorned with QR codes that lead patrons to the campaign's microsite.
The campaign culminates in a call to action for consumers, urging them to showcase their Jif and celery creations on social media using the hashtag #SaveTheCelery. This grassroots engagement initiative is poised to ignite a wave of enthusiasm and creativity among snack enthusiasts, further propelling Jif's mission.
