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Kraft Canada is spreading its latest advertising campaign across Ontario, promoting its peanut butters.
Created by Toronto’s DraftFCB, the campaign includes out-of-home, TV, cinema ads, print as well as digital boards, and features various symbols drawn into peanut butter that has been spread on a slice of toast. A heart, happy face, peace sign and sunshine are among the 10 symbols used throughout the campaign.
“Eating Kraft Peanut Butter makes you feel great but you can’t narrow it down to just one feeling,” said Jordan Fietje, senior product manager, marketing, for Kraft Canada. “We are reminding our consumers of all the good feelings you get when you have peanut butter.”
All three 15-second cinema ads are fashioned after a movie warning, with white type scrolling up on a black background. For instance, the ad entitled “Comedy” warns audiences that the movie they are about to watch “may contain scenes of lightheartedness and silly language. It may provoke feelings of warmth, happiness, joy and laughter. Viewers are encouraged to spread the feeling.”
The spot ends with a product shot of a peanut butter jar and the tag line: “Spread the feeling.”
The “Romantic” cinema ad suggests that the movie may provoke feelings of “warmth, happiness, love and laughter,” while the “Action” ad tells audiences that the following movie contains “awe-inspiring scenes and the ultimate triumph of good over evil, and is suitable for all audiences looking to say ‘Whoa, that was so cool.’ ”
Adaptations of the cinema and 15-second TV ads are running in elevators and women’s fitness centres downtown Toronto. For the next month, Kraft Peanut Butter is presenting a joke of the day on the front page of free daily newspaper Metro.
The campaign kicked off July 5, with the “Spread the Feeling with Free Hugs” event at Ontario Place. Kraft donated one jar of peanut butter to Daily Bread Food Bank for every hug given to the Kraft Peanut Butter Bears named Smoothie and Crunchy.Virtual hugs could also be sent online at SpreadTheFeeling.ca. Kraft exceeded its goal of 10,000, donating 10,382 jars to the food bank.
The campaign will run throughout the summer. MediaVest handled the buy.
