Save The Celery

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 “Save the Celery” 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.

“There’s always been debate about whether or not purpose-driven work belongs in and around the Big Game,” said Erica Roberts, chief creative officer at BBH USA. “Is it really the right stage for weighty messages? Well, if those messages are about saving fibrous stalks of celery, we say, ‘hell yeah.’”

"Every host of a Big Game party knows the sad fate that awaits their celery," said Christine Hoffman, senior director of integrated consumer experience at The J.M. Smucker Co. "But the simple addition of Jif Peanut Butter transforms celery from castaway to an irresistibly crunchy snack."

“Jif wanted to hack the biggest dip day of the year with a dip you never see at the party – peanut butter. And once we realised we had the perfect way in with discarded celery, it was a no brainer,” said Peter Defries, group creative director BBH USA.

“I never thought I’d get so passionate about a tasteless vegetable. But once we started working on this important PSA, I went from a celery neglector to a celery cruncher myself (with some help from Jif of course),’ said Alan Wilson group creative director BBH USA.