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Kraft Heinz readies Hazelnut Takeover

Kraft Heinz Canada has begun a new promotion for its Kraft Hazelnut spread. Called the “Kraft Hazelnut Takeover,” the effort will feature bear spokescharacters Crunchy & Smoothie acting as delivery drivers for the product on Feb. 5, designated National Hazelnut Spread Day. From Feb. 1 to Feb. 3, consumers in Vancouver can visit <> to enter a draw for a delivery. This is being accompanied by social media content and online videos. The campaign was developed by Rethink, with media work by Carat and The Colony Project handling public and influencer relations.

“As the next big contender in the nut-based spread category, Kraft Hazelnut Spread is in a unique position as a challenger brand,” said Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “When people try Kraft Hazelnut Spread, they love it. So on a day that is typically observed by chocolate hazelnut lovers indulging in another hazelnut spread, we saw an opportunity to raise awareness about our deliciously different, Kraft Hazelnut Spread, made with no palm oil and low in saturated fat.”

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