Campaign: Welcome Home Jars

Brand: Kraft Peanut Butter

Canada has seen an unprecedented immigration wave. Over 1.5 million newcomers have moved to Canada since 2016. But 69.4% of new immigrants to Canada don’t speak English or French as their first language, making settling down difficult. As a beloved Canadian staple for over 60 years, Kraft Peanut Butter wanted to help make that transition a little easier.

Within 7 hours every jar was claimed, prompting us to make additional runs of Welcome Home Jars. We garnered 112.5MM media impressions, features across Breakfast Television, TSN, Sportsnet and CTV, a 7.7% engagement rate - 385% above our benchmark - and a whopping 93.5% positive sentiment rate.