Text Peanut 1,300 Times

Medals Won

• 🥇 Gold – Best Use of Mobile

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Campaign Overview

To prove just how peanut-y Jif really is, the brand challenged Canadians to text the word “PEANUT” 1,300 times—the exact number of peanuts in every jar of Jif. The first 1,300 people to complete the challenge received a free jar delivered straight to their door.

The campaign transformed a hard-to-visualize product truth into a physical, interactive experience. What started as a simple mobile challenge quickly became Jif Canada’s most successful social campaign ever—turning one proof point into mass participation, virality, and trial.

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Creative Concept

Text “PEANUT” 1,300 times. Get a free jar of Jif.

· Product Truth as Challenge: The product truth became the challenge itself. Every repeated text reinforced how peanut-packed Jif really is. Automated peanut-themed SMS replies encouraged participants to continue, turning the task into a playful endurance competition.

· Culture-Building Participation: Users copy-pasted messages, wrote code to auto-generate texts, and even shared scripts on Reddit. The proof point became a cultural obsession.

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Execution Strategy

Mobile-First SMS Challenge: A mobile-first SMS mechanic served as the core interactive experience.

Digital Launch: Digital video, display, and paid social introduced the challenge and drove mass participation.

Microsite Hub: A dedicated microsite housed rules, tracking, and participation details.

Automated SMS Replies: Automated, peanut-themed SMS responses sustained momentum and encouraged continued engagement.

Organic Social Amplification: TikTok, Instagram, and Reddit communities amplified the challenge organically, fueling cultural spread.

Frictionless Experience: The entire journey was immediate, playful, and addictive by design.

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Impact and Results

The campaign delivered breakout performance:

· 1,756,740 texts in 5 days, demonstrating explosive participation and cultural traction.

· All 1,300 jars claimed in under a week, confirming overwhelming demand and rapid completion.

· +27% sales lift, evidencing meaningful impact on purchase behavior.

· $4 ROI for every $1 invested, showcasing exceptional efficiency and profit generation.

· 10+ million impressions in just 5 days, validating massive reach and accelerated awareness.

The campaign was relaunched due to demand:

· 2,458,168 additional texts, proving sustained engagement and repeat participation.

· 3.5 million more impressions in 5 days, extending momentum and strengthening overall impact.

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Why It Worked

Text Peanut 1,300 Times worked because it turned a fact into a physical experience. Consumers didn’t just hear about 1,300 peanuts—they lived it through repetition, effort, and reward.

By merging mobile behavior, gamification, and brand truth into a single mechanic, Jif converted curiosity into action, trial, and viral participation on a massive scale.