Text 1,300 Peanuts

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).

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.

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:

• Text the word “PEANUT” to 1-855-PEANUTZ a total of 1,300 times. 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 autocorrecting everything to ‘peanut’ yet? As it should!”
• 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. But when you reframe it as text messages, the experience becomes a kind of product demo that drives home, one text a time, just how peanutty Jif really is,” adds Kohl Forsberg, Executive Creative Director at Leo Burnett Toronto.

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.

The campaign will be running as YouTube Pre-roll as well as on paid social.

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