Text Peanut 1,300 Times

Brand Activation Campaign

2025

Leo, Toronto, ON
w: leotoronto.com

Chief Creative Officer: Steve Persico Executive Creative Director: Kohl Forsberg Senior Art Director: Francin Cruz, Danielle Zablocki Copywriter: Steven Seltzer Senior Copywriter: London Choi SVP, Group Strategy Director: Ryan Roberts Executive Producer: Emma Du Boisson, Janice Rebelo Account Director: Krzysztof Iwanicki Account Supervisor: Bianca La Penna President: Ben Tarr Managing Director: Natasha Dagenais Chief Strategy Officer: Tahir Ahmad Production Company: Leo Productions, The Pub Produtions VP, Post and Print Production: Gord Cathmoir Post Producer: Emily Ryder Senior Developer, Editor & Animation: Dan Purdy Motion Graphic Designer: Wing Chan Audio Producer: Madelyn Jones Audio Engineer: Jason Donkersgoed Media Agency: Spark Foundry SVP Media Planning: Paul Hewitt Group Account Director: Elesia Stewart Senior Media Planner: Varun Pillai, Penny Pensotes Media Planner: Mackenzie Leszczynski Social Specialist: Serhii Mordak Client: Smucker Foods of Canada Corp. VP Marketing: Adam Zitney Marketing Director: Leah Milne, Charles Fung Senior Manager, Integrated Media & Intelligence: Sarah Brown Assistant Brand Manager: Helya Nematkhah

Winning Entry: vimeo.com/1083615591/3eb47c19c7

To show Canadians just how many peanuts are in a jar of Jif, we asked them to text PEANUT 1,300 times. It became Jif Canada's most successful social campaign—proving one strong proof point can turn a brand into something worth going nuts over.