Leo Burnett Toronto and Jif are inviting Canadian peanut butter lovers to participate in a challenge like no other. They want them to text “PEANUT” a whopping 1,300 times. In return, they will get a free jar of Jif 1 Creamy Peanut Butter.

Why 1,300 times? That’s because on average, each 1 kg jar of Jif Creamy Peanut Butter contains more than 1,300 peanuts. That’s what makes it so Jif’ing good and the campaign aims to embed that in Canada’s collective consciousness.

“The fact that a 1kg jar has 1,300 peanuts inside it* is kind of hard to wrap your brain around,” stated Kohl Forsberg, executive creative director at 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.”

How it works:

• Text the word “PEANUT” to 1-855-PEANUTZ a total of 1,300 times. 
• Throughout your journey to 1,300, Jif will send you fun, automated responses to keep you motivated. Expect messages like, “You text faster than a teenager. Keep going!” and “Is your phone auto-correcting everything to ‘peanut’ yet? As it should!”
• Hit 1,300 times and receive a congratulatory SMS with a link to a form page. Fill in your shipping details, and your free jar of 1kg Jif Creamy Peanut Butter will be on its way to you.

But there’s the catch: Only the first 1,300 people to complete the challenge will receive a free jar.

“Our goal was to create a meaningful way for our consumers to experience the quality that Jif® is known for,” stated Adam Zitney, vice president, marketing at J.M. Smucker. “With over 1,300 peanuts packed into each 1kg jar of Jif Creamy Peanut Butter*, we offer a truly flavourful peanut butter experience. This challenge is a fun way to showcase that commitment to quality and to engage our fans in a rewarding and interactive way.”

“The challenge leans right into the one thing, or 1,300 things for that matter, that makes Jif Peanut Butter so special. And while it’s asking you to send text messages, it’s all about sending a message about the quality of Jif peanut butter,” added Steve Persico, CCO at Leo Burnett Toronto.

The campaign launched on October 15 and is running while supplies last. Participation is limited to residents of Ontario, Quebec, Alberta, British Columbia, Manitoba, New Brunswick, Newfoundland & Labrador, Nova Scotia, Prince Edward Island, and Saskatchewan.