Jif challenges consumers to send hundreds of texts for a chance to win free peanut butter [Video]

Who: Smucker Foods brand Jif Canada, with Leo Burnett Toronto for creative and strategy; Leo Productions for production; The Pub for audio; Glossy for PR; Spark Foundry for media. 

What: A text challenge offering consumers a chance to prove their brand loyalty, and win a free jar of Jif Creamy Peanut Butter.

When & Where: The campaign launched on Oct. 15, and is running while supplies last. 

Why: “Our goal was to create a meaningful way for our consumers to experience the quality that Jif is known for,” said J.M Smucker’s VP, marketing, Adam Zitney, in a release. “This challenge is a fun way to showcase that commitment to quality and to engage our fans in a rewarding and interactive way.”

Other brands have also “tested” their customers’ loyalty over the years, from Meow Mix inviting consumers to…