jif PEANUT BUTTER
VP Group Director, Creative: Alexandra Askot & Michael Greenberg; Senior ADs: Amanda Vigdor, Elayna Milano & Alessandra Divizio
THE MERGER: PB&C Launch campaign
When two heavyweight companies merge, it always makes headlines and sends the corporate world into a frenzy. It’s no different with the Peanut Butter Group’s acquisition of Chocolatey Corp. To launch Jif’s newest product offering, Peanut Butter & Chocolatey Flavored Spread, we dug deep into the nature of the business world and told the highly dramatic story of these two taste giants becoming a powerhouse, starring none other than HBO Succession’s J. Smith-Cameron.
THE TVC
THE SOCIAL
In support of the Merger campaign, we didn’t just provide social coverage, we provided news coverage. Mimicking the way business news is shared on social, we broke the story of PBC in tandem with the world’s introduction to the new, delicious spread. By borrowing familiar news and corporate tropes, we leveraged talent and time on set to capture unique, social-first content.
save the Celery: Super Bowl campaign
the goal
People are becoming more adventurous in their dipping habits, but often turn to less satisfying dips like ranch or hummus. We know that peanut butter can give any dip a run for its money. What if we used the #1 Dip Day of the Year to reclaim our throne as the best dip?
the problem
America eats 1 billion wings during the Super Bowl each year, but only 14% of people eat the celery that comes with them, leaving celery to languish in the trash, uneaten and discarded.
THE SOLUTION
Save the celery by getting Jif in the wing-eater’s hands.
THE TVC
The Social
PHASE 1: PRE GAME
Build up hype and reach people in both entertainment and shopping modes to drive users to immediate action and purchase Jif on savethecelery.com
PHASE 2: DURING THE GAME
Excite and engage with GoPuff giveaway. Transition to enable seamless purchase during the game.
PHASE 3: POST GAME
Opportunity to leverage success KPI’s for additional press.
do your part to save the celery | Phase 1: Pregame
DON’T LET YOUR CELERY GO UNEATEN, CLICK TO ORDER JIF |Phase 2: During the game
KEEP SAVING THE CELERY WITH JIf | PHase 3: POST-GAME
the case study
THE AWARD
Jif’s Save the Celery campaign was awarded a Bronze Pencil by The One Show in the Integrated/Omnichannel: Commerce category.