Dive Transient:
- Peanut-butter model Jif is on a mission to cease “celery neglect” in sport day snacking, per a press launch. “Save the Celery” addresses how celery is commonly discarded on sport 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 can even have a presence on Barstool Sports activities’ “Pardon My Take” podcast, “The Invoice Simmons Podcast” and YouTube movie star speak present “Sizzling Ones.”
Dive Perception:
J.M. Smucker Co. model Jif is selling its pairing potential with celery, an often-discarded meals at viewing events for reside sporting occasions just like the Tremendous Bowl. Annually, People eat over 1 billion wings throughout the massive sport, per information cited in launch particulars, and whereas celery is commonly 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 location 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 hassle 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 artistic company BBH USA.
“Jif wished to hack the largest dip day of the yr with a dip you by no means see on the social gathering – 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 artistic director, BBH USA, in press particulars.
Jif will unfold phrase of its marketing campaign by way 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 reside reads on pre-game episodes along with posting on YouTube, Instagram and Fb. The marketing campaign can 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 sport on Feb. 11, Jif will sponsor the “Reality or Dab” phase on in style movie star present “Sizzling Ones,” a YouTube sequence that challenges movie star visitor stars to attempt varied mega-hot wings. The phase will embody former NFL participant Spice Adams answering private questions, until he chooses to “plead the Jif” and save the celery, per info 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 hassle, various New York Metropolis sports activities bars could 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 coated in Jif for the possibility to be reposted on the model’s Instagram on sport day.
Jif’s marketing campaign aligns it with various different entrepreneurs foregoing a conventional Tremendous Bowl business this yr whereas nonetheless searching for to faucet into the hype, a transfer that may very well be defined by the whopping $7 million price ticket for a 30-second in-game commercial. As an illustration, Molson Coors is passing on a giant sport 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.
