Jif | Save The Celery

Every year during the Super Bowl, America eats over one billion chicken wings – leaving millions of celery stalks heartlessly neglected. This year, we said enough is enough and launched a PSA to Save the Celery with the one food that makes this tasteless vegetable worth eating.

2025 Clios - Creative Commerce - Bronze
2024 One Show - Creative Commerce - Bronze Pencil
2024 One Show - Integrated - Merit
2025 Effie Awards - Finalist

Selected Press:
Contagious ‘Campaign of the Week’ on the week of the Super Bowl
LBB Jif Hijacks the Super Bowl
Shots: Jif Sticks Up for Celery
Televised coverage on Good Morning America, CBS Sports, NBC Sports, SB Nation, NFL Network, The Athletic

We partnered with sports bars to serve Jif with every order of wings on Super Bowl Sunday.

Agency: BBH USA
CCO: Erica Roberts
GCDs: Peter Defries & Alan Wilson
Partner: Christopher van der Kleed
Head of Design: Hernan Ibanez
Sr. Designer: Jin Kim
Director: Ben Callner

©MMXXVI

Jason Lane

Updated 2026

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