Kraft gets competitive with new chocolatey peanut butter

Claims “50% less sugar than the leading hazelnut spread” Kraft unveiled its latest flavour this week: peanut butter with chocolate. Advertised as having “50% less sugar than the leading hazelnut spread,” it appears to compete with Nutella. The product is currently being promoted on Facebook and Twitter. The brand held a Twitter party on Feb. […]

Claims “50% less sugar than the leading hazelnut spread”

Kraft unveiled its latest flavour this week: peanut butter with chocolate. Advertised as having “50% less sugar than the leading hazelnut spread,” it appears to compete with Nutella.

The product is currently being promoted on Facebook and Twitter. The brand held a Twitter party on Feb. 12 to play up the product’s chocolate aspect just before Valentine’s Day. A magazine ad campaign, created by Taxi Canada, will run nationally in English and French beginning in April. Edelman is handling the PR and Starcom oversees media duties.

Kraft says the product is a response to customer requests; fans on Kraft’s Facebook page recently selected chocolate as their number one choice for a new product.

“Canadians told us that it was important to them that they had a breakfast spread option with less sugar but just as much taste compared to the products currently on the market,” said senior brand manager Aaron Nemoy.

Kraft launched four other peanut butter flavours earlier this year, including Honey, Banana Granola, Cinnamon Granola and Cranberry.

This isn’t the first time Kraft has put chocolate and peanuts together. As some fans on its Facebook page noted, the company launched a line of flavoured peanut butters called Koogle in the 1970s, which included a chocolate option.

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review