2025 Winner

To help Canadians truly understand what makes Jif peanut butter different, the brand leaned into its claim that each of its jars contain over 1,300 peanuts. But instead of just telling people, Jif challenged them to text the word “peanut” 1,300 times. The first 1,300 people to complete the task were rewarded a Jif care package that included a free jar. Promoted through online videos, social and PR, the campaign sparked a frenzy. Some participants typed each word manually, while others used copy-paste tricks or even wrote code to automate the process and share it online. What started as a playful mobile challenge quickly went viral across TikTok, Reddit and Instagram. “Text Peanut 1,300 Times” was Jif’s first-ever text-based campaign, which led to a 27% sales lift. And with more than 10 million impressions in just five days, it became Jif Canada’s most successful social campaign in its history – proving that it can transform its brand into something worth going nuts over.

Credits

Creative Agency: Leo Toronto
President: Ben Tarr
Chief Strategy Director: Tahir Ahmad
Managing Director, Account Management: Natasha Dagenais
Chief Creative Officer: Steve Persico
Executive Creative Director: Kohl Forsberg
Senior Art Director: Danielle Zablocki
Senior Art Director: Francin Cruz
Senior Copywriter: London Choi
Copywriter: Steven Seltzer
Executive Producer: Emma Du Boisson
Producer: William Trush
VP Group Account Director: Daniel Zimmerman
Account Director: Krzysztof Iwanicki
Account Supervisor: Bianca LaPenna

Production Company/Editorial: Leo Productions
VP, Post & Print Production: Gord Cathmoir
Executive Producer: Janice Rebelo
Post Producer: Emily Ryder
Senior Developer / Editor & Animation: Dan Purdy
Motion Graphic Designer: Wing Chan

Audio House: The Pub Productions
Audio Producer: Madelyn Jones
Audio Engineer: Jason Donkersgoed

Media Partner: Spark Foundry
SVP Media Planning: Paul Hewitt
Group Account Director: Elesia Stewart
Sr. Media Planner: Varun Pillai
Sr. Media Planner: Penny Pensotes
Media Planner: Mackenzie Leszczynski
Social Specialist: Serhii Mordak

Client: Smucker Foods of Canada Corp.
VP Marketing: Adam Zitney
Marketing Director: Leah Milne
Marketing Director: Charles Fung
Senior Manager, Integrated Media & Intelligence: Sarah Brown
Assistant Brand Manager: Helya Nematkhah