Kraft begins Olympic peanut butter campaign
Kraft Heinz Canada has begun an Olympic-themed promotion for its Kraft Peanut Butter brand. The product is the official peanut butter sponsor of the Canadian Olympic teams and will supply Canadian athletes with peanut butter at the 2022 Olympic Winter Games.
The brand has also begun a national campaign featuring speed skater Laurent Dubreuil. The television commercial, depicting his work to reach the Olympics, will air through the games. Additional elements of the campaign include digital, social media and public relations components featuring athletes skiers Chloé and Justine Dufour Lapointe and bobsledder Cynthia Appiah. The was developed by Rethink, with media work by Carat, social media work by The Kitchen and public relations and sponsorship management by Middle Child.
"As a Canadian favourite, Kraft Peanut Butter can bring an immediate comfort of home and we wanted to lean into that sense of familiarity we know athletes need right when they're under intense pressure and miles from home," said Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. "Kraft Peanut Butter has been nourishing Canadians and aspiring athletes for years and this campaign is about showing our support for Team Canada by shining a spotlight on their journey to the global stage. We're humbled to provide a little nourishment and taste of home to Laurent and the rest of Team Canada as they continue their quest to bring home gold."