Jet-Puffed: The Fourth Smourth Ingredient

The s’more consists of three core ingredients: graham cracker, chocolate and a perfectly roasted mallow. Who would ever change such a classic dessert? Jet-Puffed Marshmallows and the world of TikTok of course. We gave newly minted culinary artistes (stuck inside in 2021) s’more to talk about and asked them to add one s’more ingredient to the iconic dessert.

On National S'mores Day, Buddy Valastro announced our hunt for the fourth ingredient with our challenge, #JetPuffedSmourth. As a result, thousands of submissions were received, millions of people suggested ingredients, and billions viewed a new kind of s’more being made.
7.6 billion times.

#JetPuffedSmourth Challenge Announcement

Campaign Roll-Out: Lynja

Campaign Roll-out: Tiffy

#JetPuffedSmourth Challenge Announcement The classic 3 ingredient s'more is finally getting an official 4th addition. To make sure everyone celebrated National S'mores Day with Jet-Puffed marshmallows, we invited Buddy Valastro to announce our challenge. As a result, thousands of submissions were received, millions of people suggested ingredients and billions viewed s’mores being made.

Campaign Roll-Out: LynjaLynja was a crowd favorite. Her wacky silliness being just as sweet and heart-warming as the s’mores she made.

Campaign Roll-out: TiffyWhile some suggestions were safe bets, others were bold and creative, which made for tons of scroll-worthy content.

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Jet-Puffed: The Fourth Smourth Ingredient

#JetPuffedSmourth - Case Study: