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As part of its new platform, the brand made jars labeled in five of the most common first languages of Canadian immigrants.
February 21, 2023
Kraft Peanut Butter is looking to make the transition to a new life in a new place just a little bit smoother for some of the 465,000 new people expected to migrate to Canada in 2023.
In its latest campaign – a partnership with popular language-learning app Duolingo – the brand will be spreading the word about its new “Welcome Home Jars.” The special, limited-edition peanut butter jars have a key message for newcomers – “Canada welcomes you” – translated into five of the most commonly spoken languages of those new Canadians: simplified Chinese, Hindi, Tagalog, Arabic and Spanish.
“As the beloved Canadian brand that promotes nourishing connections, Kraft Peanut Butter wants to help newcomers feel welcome as they navigate barriers in their new homes,” explains Simon Wong, associate director of marketing for spreads and slices at Kraft Heinz. “We hope ‘Welcome Home Jars’ help newcomers feel connected to the shared love that Canadians have for Kraft Peanut Butter and that this small but meaningful gesture will support their transition to Canada.”
Emblazoned on the jars are a scannable QR code that drives to a microsite where new Canadians can access Duolingo language classes and a 30-day subscription to Super Duolingo, as well as immigration assistance resources.
A launch video releasing today showcases new Canadians trying Kraft Peanut Butter from their own “Welcome Home Jars.” Contextually relevant, language-changing billboards at airport arrival gates in Pearson International and Pierre Elliott Trudeau airports will support the spot, while social ads will run on Instagram and Facebook for the duration of the campaign, while MiQ and Snapchat will provide programmatic, language-based targeting. A partnership with Nav “Superfan” Bhatia and a group of new Canadian influencers rounds out the campaign.
All creative will drive traffic to the aforementioned microsite, where new Canadians will be able to request one of the jars in their first language, while Canadian residents can also request a jar be sent to someone they know is new to the country. The jars will be available exclusively through the microsite while supplies last.
The campaign was developed by the The Kitchen on creative and social, Carat on media and Middle Child on PR and influencers.
Last summer, Kraft Peanut Butter launched a new platform called “Famous At Home,” which leans into the fact that the brand is only sold in Canada and turning it into a point of national pride.
