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Kraft begins coffee social media campaign

The Kraft Heinz Company has begun a social media campaign called “Same Bears, New Grind” for a new line of flavoured coffee products called Kraft Café Barista. The campaign continues from an April Fool’s Day joke in which the brand announced the retirement of its bear spokescharacters, Crunchy and Smoothy. Ahead of the product launch, images of the bears were removed from Kraft Peanut Butter social media accounts. The campaign includes social content on Instagram and Facebook, as well as media relations and and influencer sampling program. The campaign was developed by Rethink, with media work by Carat, social media work by The Kitchen, and PR and influencer relations by Middle Child.

“Consumers have an emotional connection to the bears, but also to their coffee,” said Coby Cobankiat, coffee brand manager at Kraft Heinz. “We saw this as a unique opportunity to bring the love for our Kraft Bears into this new category that traditionally, has been functionally driven. This new brand extension allows us to complete the breakfast occasion with consumers who love our spreads and is the latest example of Kraft Heinz’s larger transformation story as it looks to its goal to lead the future of food.”

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