Jif // Save The Celery
2025 Clios - Bronze - Creative Commerce
2024 One Show - Bronze Pencil - Creative Commerce
2024 One Show - Merit - Integrated
America consumes over 1 billion chicken wings during the Super Bowl and each serving comes with celery that 86% of people don't eat. Tragically, this leads to millions of celery stalks going to waste. To make headlines during the Super Bowl, without a Super Bow Budget, we created a public service announcement (PSA) urging America to Save the Celery with Jif Peanut Butter. The campaign began in true PSA fashion with a film that highlighted the celery neglect problem and drove people to the solution on savethecelery.com where they could get free Jif peanut butter on Super Bowl Sunday to save the celery.

// PSA Launch Film 
In true PSA fashion, Celery Sorrows chronicles the cruel fate that awaits the celery served with wings. Throughout the film, we humanize this vegetable, watching as it’s heartlessly discarded to the point in which people want to save it. 
// Digital
On Super Bowl Sunday a site was launched in partnership with GoPuff - an online service that delivers groceries within the hour  - people could claim a free jar of Jif during the big game, helping them save the celery in real time.
// Partnerships
To promote the cause to save the celery, we partnered with some of the biggest names in the NFL like Spice Adams, Jason Kelce and Will Anderson Jr. Two of the biggest names in wings, the Hot Ones show and Franks RedHot hot sauce, also got behind the cause.
// Sports Bar Activation
On the day of the Super Bowl we supplied sports bars serving wings around America with Jif peanut butter cups that they could serve with every order of wings for people to dip their celery in. We also provided promotional materials like posters, stickers, merch and coasters reminding people to save the celery this Super Bowl and driving them to the site to claim their free Jif.
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