Kraft Heinz conducts Olympic promotion
Kraft Heinz Canada of Toronto has begun a promotion for Kraft peanut butter called “Your Cheers, Their Ears” to coincide with the upcoming Tokyo 2020 Olympic Games. As spectators will not be present at Olympic events due to COVID-19 restrictions, the brand will collect the sounds of cheering Canadians to assemble into playlists to which Canadian athletes can listen while at the games. From July 14 until August 10, consumers can visit <http://www.sticktogether.ca> to record their cheers. The promotion includes the participation of Olympic athletes including diver Meaghan Benfeito, as well beach volleyball players Sarah Pavan and Melissa Humana-Paredes.
“This year the Olympics are going to feel different for everyone, especially the athletes, but feeling a sense of togetherness shouldn't have to change,” said Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “As an iconic Canadian favourite that has been feeding Canadians with our peanut butter and driving a sense of home for more than 60 years, we knew we had an opportunity to bring Canadians and Team Canada athletes together in a new way. Through our custom ‘Stick Together’ playlists, we're pumping Team Canada athletes up, powering them with the support from fans at home. We hope Canadians will join us by sending their cheers to help give Meaghan, Sarah, Melissa and the rest of Team Canada the boost they need to help bring home gold.”