Jif begins text message promotion
By Derek Winkler
Smucker Foods of Canada has begun a promotion for its Jif peanut butter brand. Developed by Leo Burnett Toronto, the promotion invites consumers to send the word “peanut” as a text message to a campaign telephone number. The first 1,300 consumers who text the word 1,300 times during the promotion will receive a free 1kg jar of peanut butter. According to the company, 1kg of peanut butter is made from approximately 1,300 peanuts. As consumers repeatedly text the word, the brand will respond with text messages of encouragement about peanut butter. The promotion is being supported with online pre-roll videos and social media content, as well as public relations and a website at <http://www.1300peanuts.ca>. Media work is being handled by Spark Foundry, with public relations from Glossy.
“The challenge leans right into the one thing, or 1,300 things for that matter, that makes Jif peanut butter so special,” said Steve Persico, chief creative officer at Leo Burnett Toronto. “While it’s asking you to send text messages, it’s all about sending a message about the quality of Jif peanut butter.”