Jif Aims to Save Chicken Wings’ ‘Forgotten’ Side Partner in Super Bowl Promo
Jif peanut butter, owned by The J.M. Smucker Co., has embarked upon its own unique Super Bowl-related mission to “Save the Celery,” according to a release shared by the company. The brand notes, every year, as people eat more than 1 billion chicken wings (actually, 1.45 billion this year, according to the National Chicken Council) during the NFL’s championship game, millions of celery stalks are “heartlessly neglected, thrown away, and left to languish.”
But, Jif says, it’s a fate not necessary for the traditional chicken-wing side. The peanut butter brand has made it a priority to remind peanut butter lovers, football fans and anyone who orders celery with their wings: There’s a better way to “make a snack to make a difference.”
“The simple addition of Jif Peanut Butter transforms celery from castaway to an irresistibly crunchy snack,” explains Christine Hoffman, senior director of Integrated Consumer Experience at The J.M. Smucker Co. To help consumers along this path of celery salvation, Jif has partnered with e-commerce company Gopuff to build a microsite and offer a free jar of Jif to be delivered by Gopuff on Super Bowl Sunday, Feb. 11.
Additionally, in New York City, those watching the game out on the town can visit on-premise locations that will be serving Jif-To-Go products with any wing orders all night long.
It’s a clever riff on the oft-forgotten celery sticks that come with chicken wing orders. But it leaves our editorial staff to wonder: Won’t anyone think of the carrot sticks?!
