Jif's "Save the Celery" Campaign: Revitalizing Game Day Snacks with Peanut Butter
In the frenzy of game day snacking, one humble vegetable often gets overlooked – celery. But fear not, because Jif is on a mission to end "celery neglect" with its innovative "Save the Celery" campaign. This initiative not only aims to rescue celery from being discarded but also introduces a delicious pairing with Jif peanut butter, transforming game day snacks into a savory delight.
The Campaign: Jif's "Save the Celery" campaign is set to make a splash on February 11, aligning with the excitement of the Super Bowl. Through a strategic partnership with GoPuff, consumers can claim a free jar of Jif via a dedicated microsite, www.savethecelery.com. This initiative is not only generous but also showcases the brand's commitment to elevating the game day experience for snack enthusiasts.
Key Elements:
Partnerships: Collaborating with influencers like Jessie James Decker and platforms such as Barstool Sports, Jif is amplifying its message across various channels, reaching a wide audience of sports fans and snack aficionados.
Engagement: By integrating QR codes into promotional materials at select New York City sports bars, Jif ensures that consumers can easily access the campaign's microsite, fostering engagement and participation.
Creativity: Jif's "Save the Celery" campaign goes beyond traditional marketing tactics. With a poignant "Celery Sorrows" spot and innovative collaborations on popular platforms like "Hot Ones," the brand is showcasing its creativity and commitment to standing out in a crowded advertising landscape.
Impact: Jif's campaign not only highlights the versatility of peanut butter but also underscores the importance of reimagining traditional snacks. By encouraging consumers to embrace celery as a game day staple, Jif is sparking conversations and reshaping perceptions around snacking habits.