Jif is asking Canadians to text “PEANUT” 1,300 times each for a free jars of peanut butter. The brand’s latest campaign, which launched on Oct. 15, is meant to highlight the fact that there are more than 1,300 peanuts in every one-kilogram jar of its peanut butter.

“While the takeaway and messaging is consistent for the brand, this approach is entirely new,” Steve Persico, Co-CCO at agency partner Leo Burnett, tells strategy. “Not just as its first venture into texting or tech, but how it’s encouraging people to participate with it and have fun together.”

The J.M. Smucker-owned brand and agency partner Leo Burnett aimed to conceptualize the number of peanuts in each jar, Persico adds. “So when we started thinking about how we could illustrate that … in the real world, the recent surge of texting spam was a fun mechanism to turn on its head and get the Jif lovers to be the ones doing the spamming.”

The first 1,300 people to text 1-855-PEANUTZ 1,300 times each will receive a free jar, the brand said. Participation is limited to residents of the 10 Canadian provinces.

“This challenge is a fun way to showcase that commitment to quality and to engage our fans in a rewarding and interactive way,” Adam Zitney, VP of marketing at J.M. Smucker, said in a press release.

“When you reframe it as text messages, the experience becomes a kind of product demo that drives home, one text at a time, just how peanutty Jif really is,” said Kohl Forsberg, executive creative director at Leo Burnett Toronto.

The campaign is supported by a media buy that includes targeted paid pre-roll and paid social placements to reach audiences across key digital platforms.

The campaign comes after Smucker promised to invest in its portfolio “across the board” when it comes to marketing last February. That promise came after the company bested analysts expectations for the previous quarter. In June, Smucker hiked its ad spend and attributed a flat Q4 to 2023’s purchase of Hostess Brands.