ART DIRECTOR &
MULTIMEDIA DESIGNER
When the NAC student category
was canceled, we stepped up and competed in the professional category instead.
PROBLEM
INSIGHT
IDEA
Kraft Peanut Butter calls Canada home, but its products don’t reflect Canada’s large immigrant population and multicultural landscape.
The brand prides itself on creating foods that are trustworthy and familiar, but for new Canadians, that trust and familiarity needs to be built up, as many have never tried peanut butter before.
There are plenty of sweet, spreadable delicacies from around the world that could be combined with peanut butter instead of jelly.
Kraft launches a new line of products, Peanut Buddies, that blend Kraft’s classic peanut butter with various sweet spreads from other cultures. So people can get a taste of home, and their new home.
LAUNCH
Leading up to the debut of Peanut Buddies on Canadian Multiculturalism day, Smoothy the bear will introduce new animal friends from diverse cultures on the brand's social media channels.
On release, these animal friends will replace Crunchy the other bear on the packaging for the new flavours, representing the cultural spreads being added to the jar.
The flavours will be available at grocery stores and specialty grocers within the associated communities.
By combining peanut butter with beloved spreads from around the world, Kraft is creating a new bond with new Canadians.
ROOTED IN EXPERIENCE
As a team of immigrants and international students, this project reflected our shared experiences of blending cultures.
ART DIRECTION:
Isa Romero & Grace Zhou
CREATIVE STRATEGY:
Elio Manjarres & Ernesto Poleo
COPYWRITER:
Archie St. Louis