Kraft is seeing the full potential of empty peanut butter jars, launching an AI-supported platform to make use of those last remnants at the bottom.
Starting today, shoppers can visit KraftQjaRCodes.ca and scan the pattern at the bottom of any empty peanut butter jar with their mobile devices. They will then receive a QR code to receive a free jar of Kraft Peanut Butter, delivered through Skip Express Lane, SkipTheDishes’ grocery and household item delivery service.
“We’re always looking to engage with our consumers in new, culturally relevant ways,” says Stephanie Goyette, Kraft Heinz’s head of marketing and strategy, taste elevation.
Goyette tells strategy that through Kraft Peanut Butter’s first foray into utilizing A.I. technology to reinforce brand love, it saw an opportunity to insert itself into the ongoing conversation surrounding A.I., and “help bridge the gap between food and technology,” by launching a solution that can address consumers’ desire for more peanut butter.
The connection with Skip, she explains, uses the delivery brand’s ability to deliver essential household staples quickly to consumers nationally.
“We understand that we have to adapt to our consumer’s evolving needs and this campaign is a prime example of how we’re actively listening to our fans,” Goyette explains. “And to accomplish this, we must disrupt the path to purchase and enhance our consumer’s shopping experience.”
The campaign launches with an OLV on social media, and will be amplified through a three-day OOH takeover in Yonge and Dundas Square, leveraging the high-traffic location to highlight the visceral feeling Canadians have when they run out of peanut butter. The media strategy also incorporates programmatic placements on YouTube, and social amplification across TikTok and Meta platforms, targeting audiences with affinities for cooking and baking.
Kraft Peanut Butter’s creative AOR, Rethink, developed the campaign, with Carat on media, The Kitchen managing social, and Middle Child leading PR and influencer strategy.
