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Jif Peanut Butter: #SaveTheCelery

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Beginning today, Jif is looking to disrupt this year’s 'ad bowl' with yet another campaign that’s 'That Jif’ing Good.' The new campaign was created in partnership with PSOne, the Power of One solution for J.M. Smucker Co., led by creative agency BBH USA. The new campaign surrounds the Big Game by tapping into the culture and lore of the ultimate football snack - chicken wings - and their often discarded sidekick - the unsung celery stick. The fact is that during the game each year, Americans devour a billion wings, but only 14% of people prefer the accompanying celery. The new Jif campaign, #SaveTheCelery, aims to rescue this often-underappreciated veggie with heartstring-pulling ads and an offer of a free jar of Jif peanut butter to wing enthusiasts as a plea to save the side celery from being discarded. In addition to TV, video, influencer partnerships with Jesse James Decker, and social running nationally, the brand will roll out a full 360-degree campaign.
Credits Other credits

Agency PSOne

Agency MSL

Agency Digitas USA

Agency Saatchi & Saatchi X

Agency Epsilon

Media Zenith

Production PXP Studios

Post Production / VFX Harbor

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