Jif: Save The Celery

Shortlist Award

Save The Celery

Jif

United States

2025

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Entrant Company

BBH USA

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Commerce

Category

Omnichannel

Americans consume over 1 billion chicken wings on Super Bowl Sunday. We’re obsessed with this crispy, saucy, savory finger food. But this obsession has come at a cost…a cost to celery. Let us explain. Every serving of wings comes with a side of celery that 86% of people don’t eat, because no one likes it. However, there’s one food known to make this fibrous vegetable worth eating: Jif Peanut Butter. So, we thought… What if Jif Peanut Butter could keep celery from going to waste? And with that, our public service announcement (PSA) to “Save the Celery” was born.

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Credits

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