Celery gets a bad rap as the unwanted sidekick to chicken wings, often destined for the trash. 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 that cheeky premise into an interactive game that ran across desktop, mobile, and CTV, challenging users to literally rescue celery stalks from neglect. Quick reflexes, genuine stakes, and a whole lot of peanut butter. The custom mechanic perfectly embodied Jif’s brand personality while keeping the product benefit front and center.