Kraft launches TV spots for expanding peanut butter lineup

Kraft Canada is spreading on the nostalgia in a new television commercial from Taxi 2 that supports the company’s recently launched line of Peanut Butter flavours. The packaged food and beverage company introduced four flavours – Honey, Banana Granola, Cinnamon Granola and Cranberry – in a line of Peanut Butter spreads that hit store shelves […]

Kraft Canada is spreading on the nostalgia in a new television commercial from Taxi 2 that supports the company’s recently launched line of Peanut Butter flavours.

The packaged food and beverage company introduced four flavours – Honey, Banana Granola, Cinnamon Granola and Cranberry – in a line of Peanut Butter spreads that hit store shelves in April.

Jori Lichtman, brand manager for peanut butter at Kraft Canada, told Marketing that the idea for a line of flavoured spreads was sparked by consumer behaviour.

“We know from consumers that they mix things up with their peanut butter whether it’s peanut butter and honey or peanut butter and banana… and putting it together in a package that’s convenient and delicious was the next step for the brand,” she said.

Lichtman said it took Kraft Canada two years to find the right flavour combinations and textures for the spreads. The company started with a wide net of options, she said, that at one point included blueberry, maple, orange and cherry varieties. Lichtman said she couldn’t discuss specifics when asked if Kraft Canada would consider introducing any of the other options explored during the R&D phase.

Launched last week, the television commercial promoting the new flavours features an man who, as he reminisces about Kraft Peanut Butter, morphs into younger versions of himself. The commercial runs until early December. MediaVest handled the media buy.

           
 



“We know from consumers Kraft peanut butter is a product they remember different points in their life and they attach memories of how they eat it… the role that it plays in their lives and has played throughout their lives,” said Lichtman.

The television commercial is part of a larger effort that launched in April and included print, Facebook, in-store sampling, seeding with foodie influencers and through the brand’s annual cross-country “Spread the Feeling” tour.

Brands Articles

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement