KRAFT
Peanut butter is grounded in the Canadian collective memory, tradition and feelings of comfort. Each experience with the peanut butter spread is unique and personal. So we appealed to Canadians to share with us their peanut butter memories as original creations. The aim was to invite the passionate peanut butter community on Facebook to share their peanut butter original creations through an interactive sandwich builder.
Leveraging on the success of the Spread the Feeling Campaign the online sandwich builder engaged further peanut butter lover participation. For every peanut butter sandwich creation submitted online, a jar of Kraft Peanut Butter was donated to the food bank.
Peanut Butter chefs were trained virtually to be able to create on location the submitted online unique recipes.
The Kraft Peanut Butter Creation Food Truck was launched. The truck promoted the iconic nature of Kraft Peanut Butter and its involvement with current food trends. The truck traveled through Canada featuring consumer generated creations (submitted online) on the menu based on the location it was passing through.
Users' creations were mapped online to compare to other creations submitted across the country and highlight the most unique ones. Twitter postings drove awareness and conversation around it, as well as identified where the truck was driving through. More awareness for the Kraft truck was build by influencer-hosted street parties and local events.
The truck captured media attention and was featured on many radio and morning TV programs as well as local food aficionados' websites. Kraft’s donations to local food banks got extensive press coverage and created positive consumer awareness.
Results: The success of Kraft’s involvement with local food banks was leveraged to create more awareness and target participation. 75 000 peanut butter enthusiasts responded to the creative challenge online. The trucks were swamped and sold out in less then an hour in most locations.
Nationwide press coverage.