Best Consumer Goods Online Ad

Celery gets a bad rap as the unwanted sidekick to chicken wings, that often gets thrown away. Jif flipped the script with their playful "Save the Celery" campaign, proving that with the right peanut butter, celery can go from sidekick to star.
Infillion translated this cheeky campaign message into an interactive gaming experience that ran on streaming platforms on desktop, mobile, and connected TV – and it challenged users to literally save celery stalks from neglect. The custom game mechanic perfectly embodied Jif's brand personality while reinforcing product benefits through play.
After setting the scene with the ‘Save the Celery’ video, users jumped into timed gameplay where quick reflexes meant rescuing more celery. This gamified approach drove exceptional engagement: users spent an average of 60 seconds with the unit (double Infillion’s 30-second guarantee) and generated 9.6 average interactions, proving they were genuinely invested in the celery-saving mission.
The strategic brilliance extended beyond entertainment. Desktop delivered the strongest performance with 95% VCR and 2.4% CTR, while CTV drove remarkable engagement with 20.2 average interactions. Most impressively, the campaign achieved statistically significant full-funnel lift despite the fact that Jif is such a well-known brand that it’s tough to move the needle on upper-funnel metrics. Brand awareness increased by 12%, with the strongest gains in familiarity (+14%) and consideration (+14%).
Overall, users spent an average of 60 seconds in-unit. Turns out that when you give users something fun to do, they stick around –and remember your message. Consider the celery saved.

Contributors:

Managing Director, Infillion:	Justin Volk
Manager, Sales Strategy, Infillion:	Elizabeth Clawson

INFILLION

Location: USA