jif SOCIAL
VP Group Director, Creative: Alexandra Askot; AD: Amanda Vigdor
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.
Social campaign
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.
