Jif “Save the Celery”

Written By Tristen Sechi

Americans eat 1 BILLION wings yearly during the Big Game and 86% of wing-lovers refuse to eat the most common side to their favorite game-day treat: celery.

Jif jumped in to help Save the Celery during the Super Bowl by turning the oft-neglected celery into the best snack during the game. To do this, we gave away free jars of Jif with our friends at GoPuff, getting Jif from feeds to doorsteps in 20 minutes or less.




Tristen’s Role

As the lead of social strategy for Jif, I owned the following:

  • Owned social channel and content strategy

  • Support with GoPuff integration, media partnerships with Hot Ones and Pardon My Take

Results

  • Thousands of free jars of Jif claimed through the campaign website

  • ​1 Billion+ earned media impressions

  • +3.5M views on TikTok views of influencer content​

  • ​+1.8 ppt lift in Awareness, +2.8 ppt lift in Alt-Usage, +4.1 ppt lift in Message Association​

  • 338K visitors to the campaign website in the two weeks leading up to the Big Game

  • Save the Celery messaging intrigued parents and competitive buyers who contributed to 38% of Epsilon traffic​

Awards

2024 One Show - Creative Commerce - Bronze Pencil
2024 One Show - Integrated - Merit

Tristen Sechi
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