Kraft Peanut Butter begins bear hug campaign
Kraft Heinz Canada has begun a national holiday season promotion in support of its Kraft Peanut Butter brand. The effort, an extension of the brand's ongoing "Stick Together" campaign, takes the form of a "bear hug" that will be passed from person to person across the country. The campaign includes marketing in English Canada, accompanied by social media and public relations activities.
The promotion began with an event featuring two 10-foot-tall representations of the brand's bear spokescharacters Crunchy and Smoothie, who appeared at Union Station in Toronto and the CF Pacific Centre in Vancouver. Each installation included interactive screens through which consumers could communicate with friends or family in the other city. The company has also released an online video of the event.
The campaign also includes a contest component, the winners of which will receive pairs of Wi-Fi-enabled toy bears. Each bear will light up when the other is activated, as a way of signaling that one recipient is being thought of by the other. Consumers can enter a draw for the bears online at <http://www.kraftbearhugs.com>.
"The Kraft Peanut Butter brand wants to help Canadians stick together even when they're physically apart from loved ones through the simple act of a bear hug that travels from coast-to-coast," said Nina Patel, director of grocery brands at Kraft Heinz Canada. "By creating a tangible experience through our special BearHug Bears, we hope to develop a richer, more emotional connection with our consumers."