BRAND DESIGNER &
MARKETING STRATEGIST
smoothie
crunchy
PROBLEM
A Canadian staple that didn’t yet feel like home to everyone.
Kraft Peanut Butter calls Canada home, but its products don’t reflect Canada’s large immigrant population and multicultural landscape.
The brand prides itself on creating foods that are trustworthy and familiar, but for new Canadians, that trust and familiarity needs to be built up, as many have never tried peanut butter before.
INSIGHT
Start with a flavour people already love.
There are plenty of sweet, spreadable delicacies from around the world that could be combined with peanut butter instead of jelly.
For example:
Ube from the Philippines
Meet Peanut Buddies.
Kraft launches a new line of products, Peanut Buddies, that blend Kraft’s classic peanut butter with various sweet spreads from other cultures. So people can get a taste of home, and their new home.
LAUNCH
Building anticipation before launch.
Leading up to the debut of Peanut Buddies on Canadian Multiculturalism day, Smoothie the bear will introduce new animal friends from diverse cultures on the brand's social media channels.
Giving each flavour its own character.
On release, these animal friends will replace Crunchy the other bear on the packaging for the new flavours, representing the cultural spreads being added to the jar.
The flavours will be available at grocery stores and specialty grocers within the associated communities.
Creating a new bond with new Canadians.
By pairing peanut butter with beloved spreads from around the world, Kraft creates a more familiar entry point for new audiences.
Watch my NAC interview on Peanut Buddies.
I sat down with NAC to talk about the inspiration behind Peanut Buddies, how the idea came together, and my own creative background and experience.
Rooted in
Experience.
As a team of immigrants, this project reflected our shared experiences of blending cultures.
ART DIRECTION:
Isa Romero & Grace Zhou
CREATIVE STRATEGY:
Elio Manjarres & Ernesto Poleo
COPYWRITER:
Archie St. Louis