Leo Burnett Toronto created the work. The media buy includes targeted paid pre-roll and paid social placements across key digital platforms in Canada. Organic social content is also in the mix.
Why 1,300 times? Each 1 kg jar of Jif Creamy Peanut Butter contains more than 1,300 peanuts.
“The fact that a 1kg jar has 1,300 peanuts inside it is kind of hard to wrap your brain around," said Kohl Forsberg, executive creative director, 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.”
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Once someone begins texting, Jif sends motivated message. Hit 1, 300 and you get a link to a form page for the peanut butter — while supplies last.
There is a trick to a faster text — and while the team won't spell it out, it will say: "There's an opportunity to text smarter, not harder. Like our jars of Jif, a single text can contain much more than 1 PEANUT."