These are tough times for Canadians, what with the looming risk of recession, runaway inflation, and rising unemployment. Not to mention all those empty peanut butter jars.
Yep, according to a recent survey commissioned by Kraft Peanut Butter, 52% of Canadians feel sad whenever they run out of peanut butter (which, well, if that's the worst thing happening in their life....)
Yep, according to a recent survey commissioned by Kraft Peanut Butter, 52% of Canadians feel sad whenever they run out of peanut butter (which, well, if that's the worst thing happening in their life....)
Not surprisingly, people who've grown tired of futilely scraping a kitchen knife against an empty peanut butter jar have come up with more than a few life hacks. But Kraft Peanut Butter is dispensing with all that MacGyver-ing, instead offering consumers a free replacement.Developed by Kraft Heinz's creative AOR Rethink, the new "Q Jar Codes" program lets consumers use the camera on mobile devices to scan the empty jar of any brand of peanut butter, and replace it with a fresh jar of Kraft courtesy of SkipTheDishes' new Skip Express Lane service.
"[W]e hope this initiative showcases to Canadians that we are there for them while opening up more consumers to the deliciousness that is Kraft Peanut Butter," said Stephanie Goyette, head of marketing and strategy, taste elevation with Kraft Heinz.
According to Goyette, the technology was trained through machine learning to recognize the telltale patterns of nearly empty peanut butter jars. When people hold their phone over top of the empty jar, it recognizes that it's nearly empty, and produces a coupon for a free jar, redeemable through SkipTheDishes and delivered to their door in 25 minutes. Kraft Heinz is giving away 3,000 jars of peanut butter on a first-come, first-served basis.
Kraft is promoting the initiative with an online video running on social, programmatic placements on YouTube, and social amplification across TikTok and Meta. That's being complemented by a pair of out-of-home takeover campaigns at Toronto's Yonge-Dundas Square from late November through early December.
"Our latest campaign creatively showcases an innovative intersection between food and technology, and we're excited that this platform has the the potential to introduce Kraft Peanut Butter to new peanut butter enthusiasts who experience similar feelings when they run out of their existing spread," said Goyette.
Carat handled media for the campaign, with The Kitchen on social and Middle Child leading PR and influencer.
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