Kraft Heinz Canada conducts launch campaign for Hazelnut Spread
Kraft Heinz Canada has begun an advertising campaign for a new product called Kraft Hazelnut Spread. The campaign, called “Go Hazelnuts,” focuses on the product’s lack of palm oil and minimal saturated fat. A teaser phase began on June 22 with an Instagram poll on the subject of hazelnut spreads and palm oil. A social media campaign will begin next week, accompanied by a series of online videos. The social media component, called the “Kraft Hazelnut Challenge,” invites consumers to submit videos of themselves comparing the product to others in its category. The campaign was developed by Rethink, with media work by Starcom and public relations and influencer relations handled by The Colony Project.
“Kraft Peanut Butter has been in Canadian homes for over 60 years, helping families stick together through meals and snacking occasions,” said Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “We’re excited to expand into the broader nut-based spread category with Kraft Hazelnut Spread. Kraft and our iconic bears are synonymous with peanuts, but through our research, consumers have told us that the brand can naturally expand into other alternative nut butters. We are excited to bring to the category a unique spread with no palm oil and that is low in saturated fat.”