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 shoppers to pair it with Jif as a substitute.
- On Feb. 11, the day of the Tremendous Bowl, shoppers can go to a microsite to obtain a free jar of Jif despatched to them through 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, shoppers in choose New York Metropolis sports activities bars will obtain Jif-To-Go samples and be pushed to the marketing campaign’s microsite through 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 superstar 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 stay sporting occasions just like the Tremendous Bowl. Every year, Individuals eat over 1 billion wings in the course of the massive sport, per knowledge cited in launch particulars, and whereas celery is commonly served as a aspect, solely 14% of shoppers desire 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. Shoppers 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 answer 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 social gathering – peanut butter. And as soon as we realized we had the right approach in with discarded celery, it was a no brainer,” stated Peter Defries, group inventive director, BBH USA, in press particulars.
Jif will unfold phrase of its marketing campaign by 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 stay 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, through unscripted host reads.
Within the week main as much as the massive sport on Feb. 11, Jif will sponsor the “Reality or Dab” section on in style superstar present “Sizzling Ones,” a YouTube sequence that challenges superstar visitor stars to attempt numerous mega-hot wings. The section will embrace former NFL participant Spice Adams answering private questions, except he chooses to “plead the Jif” and save the celery, per info shared with Advertising and marketing Dive. The collaboration might assist to increase the Jif marketing campaign to a broader viewers past soccer followers.
To spherical out the hassle, quite a lot of New York Metropolis sports activities bars may have Jif-To-Go samples and branded “Save the Celery” coasters, stickers and wing liners that embrace a QR code that leads those that scan it to the marketing campaign’s microsite. Jif can also be encouraging shoppers to make use of the hashtag #SaveTheCelery on social media with posts that function celery lined in Jif for the possibility to be reposted on the model’s Instagram on sport day.
Jif’s marketing campaign aligns it with quite a lot of different entrepreneurs foregoing a standard Tremendous Bowl industrial 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 example, Molson Coors is passing on an enormous sport advert to as a substitute provide 1,000 QR code-emblazoned jerseys to shoppers for a “Working of the Beer Adverts” 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.
