Kraft’s playful project

The company has restructured its Celebration Tour program for more "measurable" benefits.


Kraft Canada has launched a new campaign around its restructured program aimed at helping communities upgrade their recreation facilities and giving kids a place to play.

Kraft Project Play, launched in partnership with TSN, allows Canadians to nominate their local recreation facilities for a $250,000 upgrade, with three runners up each receiving $25,000 for their own renovations. The program is an evolution of the Kraft Celebration Tour program, says Irene Daley, director of portfolio marketing at Kraft. This year, the program has been restructured to offer “more tangible and more measurable” benefits to Canadian communities, she says. In other words, the investments in the recreation facility upgrades will be larger, to have a greater impact on the chosen communities, rather than spreading investments more widely.

The program has also kicked off a social media campaign called #comeoutandplay, launched with a 40-second video of former Toronto Raptors player Morris “Mo Pete” Peterson at the city’s Harbourfront Community Centre, talking about the importance centres like that have had on his life and asking Canadians to join the contest. Nominations for the program run until mid-June and the grand prize winner will be announced Aug. 21. In between, the top four will be selected for Canadians to vote on which facility should get the grand prize upgrade.

The campaign, targeting 35- to 55-year-olds, includes in-store POS elements at grocery retailers, ongoing social media and an upcoming national TV push to drive nominations. The site, which includes four “pillars” (soccer, tennis, basketball and general play), also featured Kraft snack recipes related to those activities. Anomaly in Toronto is leading creative and social media, with Starcom MediaVest taking on the media buy. Toronto-based Union designed the website and Edelman in Toronto is handling PR.

In the past nine years, Kraft says it has spent over $4 million across 138 communities to help upgrade recreation facilities across the country through its Kraft Celebration Tour.

With files from Jordan Pinto

Correction: An earlier version of this article stated that Anomaly in New York led creative for the campaign, when it was in fact the Toronto office.