Dive Transient:
- Peanut-butter model Jif is on a mission to cease “celery neglect” in recreation day snacking, per a press launch. “Save the Celery” addresses how celery is usually discarded on recreation day and encourages customers to pair it with Jif as an alternative.
- On Feb. 11, the day of the Tremendous Bowl, customers can go to a microsite to obtain a free jar of Jif despatched to them by way of meals supply service GoPuff. “Save the Celery” will span TV, video and social media nationally together with a tie-up with influencer Jessie James Decker.
- Moreover, customers in choose New York Metropolis sports activities bars will obtain Jif-To-Go samples and be pushed to the marketing campaign’s microsite by way of QR code supplies. The marketing campaign will even have a presence on Barstool Sports activities’ “Pardon My Take” podcast, “The Invoice Simmons Podcast” and YouTube movie star discuss present “Scorching Ones.”
Dive Perception:
J.M. Smucker Co. model Jif is selling its pairing potential with celery, an often-discarded meals at viewing events for dwell sporting occasions just like the Tremendous Bowl. Every year, Individuals eat over 1 billion wings in the course of the large recreation, per information cited in launch particulars, and whereas celery is usually served as a facet, solely 14% of customers choose it. “Save the Celery” might assist resurrect celery’s potential as a game-day snack whereas playfully touting the worth of Jif.
Central to Jif’s marketing campaign is its microsite, www.savethecelery.com, which particulars how soccer followers can “make a snack to make a distinction” by combining Jif with celery. Customers can go to the positioning on Feb. 11 at 4:30 p.m. ET to assert a free jar of Jif delivered by GoPuff, whereas provides final. Paired with the trouble is a 90-second “Celery Sorrows” spot, which doubles down on the marketing campaign’s message with scenes of celery being tragically discarded earlier than one particular person realizes the veggie’s potential when paired with peanut butter.
The marketing campaign was created in partnership with PSOne, Publicis Groupe’s bespoke Energy of One resolution for J.M. Smucker Co., led by inventive company BBH USA.
“Jif needed to hack the most important dip day of the yr with a dip you by no means see on the celebration – peanut butter. And as soon as we realized we had the right means in with discarded celery, it was a no brainer,” mentioned Peter Defries, group inventive director, BBH USA, in press particulars.
Jif will unfold phrase of its marketing campaign by means of a number of media collaborations. Amongst them is a tie-up with Barstool Sports activities round its “Pardon My Take” sports activities podcast, which is able to spotlight the marketing campaign throughout three dwell reads on pre-game episodes along with posting on YouTube, Instagram and Fb. The marketing campaign will even be plugged on the podcast of Invoice Simmons, founding father of sports activities web site The Ringer, by way of unscripted host reads.
Within the week main as much as the large recreation on Feb. 11, Jif will sponsor the “Reality or Dab” section on widespread movie star present “Scorching Ones,” a YouTube sequence that challenges movie star visitor stars to attempt numerous mega-hot wings. The section will embody former NFL participant Spice Adams answering private questions, except he chooses to “plead the Jif” and save the celery, per data shared with Advertising Dive. The collaboration might assist to increase the Jif marketing campaign to a broader viewers past soccer followers.
To spherical out the trouble, plenty of New York Metropolis sports activities bars may have Jif-To-Go samples and branded “Save the Celery” coasters, stickers and wing liners that embody a QR code that leads those that scan it to the marketing campaign’s microsite. Jif can be encouraging customers to make use of the hashtag #SaveTheCelery on social media with posts that characteristic celery lined in Jif for the possibility to be reposted on the model’s Instagram on recreation day.
Jif’s marketing campaign aligns it with plenty of different entrepreneurs foregoing a standard Tremendous Bowl business this yr whereas nonetheless in search of to faucet into the hype, a transfer that might be defined by the whopping $7 million price ticket for a 30-second in-game commercial. As an example, Molson Coors is passing on a giant recreation advert to as an alternative provide 1,000 QR code-emblazoned jerseys to customers for a “Working of the Beer Advertisements” program. Earlier this month, Totino’s Pizza Rolls teamed with comic Pete Davidson for a marketing campaign selling the perks of the bite-sized pizza snacks over conventional pies for game-day watch events.
