Kraft Canada wants consumers to show their Cheez Whiz “personality” through a new online promotion running nationally in English Canada.
Consumers have until Nov. 30 to submit their video version of the brand’s long-standing jingle at CheezWhiz.ca for a chance at $10,000.
Over 90 submissions have been entered since the contest launched last week, said Julian Franklin, senior consumer promotions manager, Kraft Canada.
Cheez Whiz has always been positioned as a brand that has “personality,” so “we said let’s allow consumers to show us their personality by singing the jingle in their unique and individualistic way,” said Franklin.
Consumer votes will determine the winner. The voting period runs from Dec. 1-8.
Kraft is supporting the promotion with a shopping mall tour in Calgary, Saskatoon, Winnipeg, Vancouver, and Edmonton, where consumers can also enter.
Though the promotion is national, Kraft is only supporting it in Western Canada–one of the strongest pockets for the brand, said Franklin.
Radio ads and live radio remotes support the tour. Consumers can follow the tour on Facebook, Twitter and Flickr.
MacLaren Momentum developed the promotion, site and mall tour.
The promotion leverages the “Adds Personality” television commercial from JWT that launched at the beginning of the year. The spot is also running in French, with MediaVest handling the buy.
