Jif Wants You to Text “PEANUT” 1,300 Times

//  10.15.24

Peanut Butter Lovers, Go Nuts!

Jif wants you to text “PEANUT” 1,300 times in exchange for a free jar of 1 kg Jif Creamy Peanut Butter, while supplies last.

Today, Jif®, the brand with a truly peanutty flavour, invites Canadian peanut butter lovers to participate in a challenge like no other—they want you to text the word “PEANUT” a whopping 1,300 times—and in return, you’ll get a free jar of Jif 1 Creamy Peanut Butter, while supplies last.

Why 1,300 times, you ask? That’s because on average, each 1 kg jar of Jif Creamy Peanut Butter contains more than 1,300 peanuts*—that’s what makes it so Jif’ing good.

A Peanut-Packed Promotion

Jif has long been known for its rich, peanut buttery taste, which makes perfect sense when considering the number of peanuts packed into each jar. To remind people how much peanut goodness they’re getting with every spoonful, Jif has created a fun and rewarding way to prove your brand loyalty.

A Peanut Text Journey

Here’s how it works:
1. Text the word “PEANUT” to 1-855-PEANUTZ a total of 1,300 times.

2. Throughout your journey to 1,300, Jif will send you fun, automated responses to keep you motivated. Expect messages like, “You text faster than a teenager. Keep going!” and “Is your phone auto correcting everything to ‘peanut’ yet? As it should!”

3. Hit 1,300 times and receive a congratulatory SMS with a link to a form page. Fill in your shipping details, and your free jar of 1kg Jif Creamy Peanut Butter will be on its way to you!

But here’s the catch: Only the first 1,300 people to complete the challenge will receive a free jar, so get texting!

“Our goal was to create a meaningful way for our consumers to experience the quality that Jif® is known for,” said Adam Zitney, Vice President, Marketing at J.M. Smucker. “With over 1,300 peanuts packed into each 1kg jar of Jif Creamy Peanut Butter*, we offer a truly flavourful peanut butter experience. This challenge is a fun way to showcase that commitment to quality and to engage our fans in a rewarding and interactive way.”

“The challenge leans right into the one thing, or 1,300 things for that matter, that makes Jif Peanut Butter so special. And while it’s asking you to send text messages, it’s all about sending a message about the quality of Jif peanut butter,” said Steve Persico, CCO at Leo Burnett Toronto, the agency that created the campaign.

“The fact that a 1kg jar has 1,300 peanuts inside it* is kind of hard to wrap your brain around,” adds Kohl Forsberg, Executive Creative Director at Leo Burnett Toronto. “But when you reframe it as text messages, the experience becomes a kind of product demo that drives home, one text at a time, just how peanutty Jif really is.”

The campaign launches on Oct. 15 and is running while supplies last. Standard text message and data rates apply. Participation is limited to residents of Ontario, Quebec, Alberta, British Columbia, Manitoba, New Brunswick, Newfoundland & Labrador, Nova Scotia, Prince Edward Island, and Saskatchewan, age of the majority or older.
For more information, visit: 1300peanuts.ca

About The J. M. Smucker Co.
The history of Smucker’s® begins with the legend of Johnny “Appleseed” Chapman. Early in the 19th century Chapman wandered the Ohio countryside sowing the seeds of apple trees. It was from the fruit of these trees that our Company founder Jerome Monroe Smucker first pressed cider at a mill he opened in Orrville, Ohio, in 1897.

Later, J.M. Smucker began making apple butter, which he sold from the back of a horse-drawn wagon. Each crock bore a hand-signed seal as his personal guarantee of quality. His signature on each jar of Smucker’s product is a tradition that we continue today as a sign of our Company’s continuing guarantee to quality.

Today, The J.M. Smucker Company is a leading marketing and manufacturer of fruit spreads, retail packaged coffee, peanut butter, ice cream toppings, sweetened condensed milk and natural food products in North America sold under iconic brands including Smucker’s, Folgers®, Jif®, among others.

In 1988, the Company began offering Smucker’s products in Canada, and today the brand is a market leader in jams, jellies, fruit spreads and ice cream toppings. The Company’s family of brands in Canada has grown to include Folgers coffee, Robin Hood® flour, Five Roses® flour, Eagle® and Carnation® milk and Double Fruit® spreads. Offering high-quality products, from our family to yours.

About Leo Burnett Canada
Leo Burnett Canada is a creative consultancy using strategy, design thinking, communications and experience design to solve complex business challenges through creativity. Leo Burnett Canada is part of a global network of over 200 operating units and 96 full-service agencies in 85 countries and is a wholly owned subsidiary of the Publicis Groupe (www.publicisgroupe.com).

*Based on average production of 1 kg Jif Creamy Peanut Butter

Credits

Title: Text 1,300 Peanuts
Client: Smucker Foods of Canada Corp.
Brand: Jif
Product/Service: Peanut Butter
Type of Ad: OLV/Social/Text Messaging Campaign
Date of First Appearance: October 15, 2024

Client : Smucker Foods of Canada Corp.
VP Marketing: Adam Zitney
Marketing Director: Leah Milne
Marketing Director: Charles Fung
Sr. Manager, Integrated Media & Intelligence: Sarah Brown
Assistant Brand Manager: Helya Nematkhah

Agency: Leo Burnett Toronto
President: Ben Tarr
Managing Director, Account Service: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Chief Creative Officer: Steve Persico
Executive Creative Director: Kohl Forsberg
Senior Art Director: Danielle Zablocki
Senior Art Director: Francin Cruz
Senior Copywriter: London Choi
Copywriter: Steven Seltzer
Executive Producer: Emma Du Boisson
Producer: William Trush
VP Group Account Director: Daniel Zimmerman
Account Director: Krzysztof Iwanicki
Account Supervisor: Bianca LaPenna

Production Company / Editorial: Leo Productions
VP, Post & Print Production: Gord Cathmoir
Executive Producer: Janice Rebelo
Post Producer: Emily Ryder
Senior Developer / Editor & Animation: Dan Purdy
Motion Graphic Designer: Wing Chan

Audio House: The Pub
Audio Producer: Madelyn Jones
Audio Engineer: Jason Donkersgoed

Media Partner: Spark Foundry
SVP Media Planning: Paul Hewitt
Group Account Director: Elesia Stewart
Sr. Media Planner: Varun Pillai
Sr. Media Planner: Penny Pensotes
Media Planner: Mackenzie Leszczynski
Social Specialist: Serhii Mordak

PR: Shannon Stephaniuk, Glossy

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