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Jif Aims to Save Chicken Wings’ ‘Forgotten’ Side Partner in Super Bowl Promo

Feb. 6, 2024
Peanut butter brand on a mission to “Save the Celery” from being forgotten, neglected and wasted on the side of gameday platters.

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?!

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.

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