2023 Winner

CASE SUMMARY

For over 60 years, Kraft Peanut Butter has been an iconic Canadian brand. However, new category entrants posed a challenge for the number one peanut butter to remain relevant. Our objective was to engage existing and re-engage lapsed users by addressing an issue that was significant to the brand and its users as a way to build on its purpose and ultimately reaffirm the trust Canadians have in the brand and its products. To achieve this, we launched Protection for Peanuts, a fund to offset the cost of life-saving epinephrine injection pens for Canadians impacted by food allergies.

Food allergies are a significant barrier for Kraft Peanut Butter, as 1 in 3 Canadians are impacted by food allergies, with peanut products being a primary cause. Epinephrine auto-injectors, which are essential for treating anaphylactic reactions, cost nearly twenty-five times more than a jar of Kraft Peanut Butter. To address this issue head-on, we acknowledged our product's potential to cause life-threatening allergic reactions, and by doing so, became the solution to the problem.

To reach impacted Canadians, we took a 360-degree approach to media, partnering with NHL player Alexis Lafreniere, who has a severe peanut allergy, to spread awareness. We targeted allergy groups, parents, and pharmacies with contextually relevant messaging. We also encouraged other peanut-based brands to join our mission, amplifying our message and impact.

Our efforts were successful, achieving 125.2MM earned impressions, surpassing our target of 20MM by 626%. Our story was picked up 331 times, including coverage from top national news outlets. Online, we saw an engagement rate of 6%, with sentiment over 50% positive, as Canadians expressed gratitude and support for the campaign. We received numerous heartwarming messages from Canadians impacted by food allergies and even received support from Food Allergy Canada. Most importantly, we successfully offset the cost of essential epinephrine medication for Canadians in need, fulfilling $75,000 in reimbursements.

Through Protection for Peanuts, we not only changed perceptions of our brand but became the true consumer champion of eradicating peanut allergies. By addressing an issue that is significant to our brand and our users, we reaffirmed our purpose to nourish connections, while remaining relevant and impactful in a competitive market.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Director: Jamie Marcovitch, Natasha Michalowska,
Joel Holtby
Art Director: Rachel LeBlanc, Ryan Cookish
Writer: Ryan Cookish, Rachel LeBlanc
Print Producer: Terri Winter
Lead Strategist: Julian Morgan
Strategist: Marguerite Gaylie
Account Services: Joanna Oszczak, Allie Kennedy, Karlee Bedford, Kai de Bruyn Kops
Client Supervisor: Daniel Gotlib, Jacqueline Chao