Kraft Canada is still spreading its brand across the country, this time with an expanded out-of-home campaign and cross-country tour to promote its peanut butters.
For the third year, Kraft is running its “Spread the Feeling” event and advertising campaign, which last year drove a consumption increase of 13.8% compared to 2008, according to Meghan Toll, peanut butter product manager at Kraft.
Creative from Toronto agency DraftFCB that can currently be seen on billboards and transit shelters uses various symbols like happy faces and peace signs drawn into peanut butter on toast.
A new execution shows the letters “PB+J” written in the middle of a heart. The new symbol has been particularly popular among consumers, with one woman contacting MediaVest (Kraft’s media agency of record) requesting a copy of the ad to hang in her home, said Toll.
Kraft has also expanded its “Spread the Feeling with Free Hugs” events, developed by MacLaren Momentum, to include two additional cities, Halifax and Winnipeg. The company donates one jar of peanut butter to local food banks for every hug given to the Kraft Peanut Butter Bears (named Smoothie and Crunchy).
Kraft is supporting each event with media outreach from Edelman, as well as ads in the free daily Metro. Geo-targeted banner ads from Trapeze promote the events and run in each host city.
Events have already run in Quebec City, Halifax and Ottawa with four more scheduled for Toronto, Winnipeg, Edmonton and Vancouver within the next month. Virtual hugs can also be sent online at SpreadTheFeeling.ca.
Collectively, the site and events have resulted in more than 31,000 jars of peanut butter being donated so far.
Last year Kraft exceeded its goal of 50,000 jars and therefore set out to donate 60,000 this year. However, Kraft has already readjusted its goal to 70,000 due to the overwhelming response, said Toll.
