Kraft Heinz begins Stick Together for Small Businesses program
Kraft Heinz Canada has withdrawn its current advertising campaign for Kraft Peanut Butter and replaced it with a program called “Stick Together for Small Businesses.” During this initiative, the company will use the advertising space it has booked to provide free promotion for independent food businesses nationally. The creative will focus on the delivery and takeout services of restaurants and bakeries whose physical locations are closed due to the COVID-19 pandemic. The initiative is being managed by Rethink, with media support from Starcom and public relations by The Colony Project.
“We’re humbled and proud to be among some of the many brands that are supporting our communities during this unprecedented time,” said Daniel Gotlib, a senior brand manager at Kraft Heinz Canada. “We know that local businesses need support more than ever to drive traffic to their storefronts through delivery and takeout. We want to stick together with them and their local communities by putting our media weight behind helping these small businesses get their message out. Many are still delivering, but they don’t have the means to tell their communities.”