Kraft Heinz Canada’s latest campaign aims to capture the brand’s authentic presence in everyday Canadian life.

A 30-second video, developed in collaboration with creative agency Rethink, shows a Kraft crew knocking on doors and entering kitchens to demonstrate how the brand’s products fill the country’s pantries and fridges.

The brand says the campaign captures “the imperfections and unique personality of each space, because no two pantries or fridges are the same.”

Brian Neumann, head of brand and creativity at Kraft Heinz Canada, said the creative underlines the brand’s “made by Canadians, for Canadians” tagline and displays Kraft’s long-standing presence in real kitchens.

“We wanted to celebrate our role in Canadians’ lives and continue to reinforce our long-term commitment to showcasing the quality, care and Canadian pride that go into our products each and every day,” Neumann said in a news release.

Neumann said that, unlike the previous campaigns, which concentrated on Kraft’s facilities and workers, the new work focuses on the company’s role in everyday lives. The launch expands on the broader “Made With” strategy, which highlights the stories behind Kraft’s products.

The campaign is being supported by OOH, digital and social media, with media managed by Carat and social handled by The Kitchen.

A majority of the media budget was allocated to OOH, which includes static and digital displays at Toronto transit stations, vertical billboards at major TTC hubs, digital walls at Dundas Station and a large-format billboard at Kraft Heinz’s Mount Royal facility in Montreal.

The rollout also includes targeted advertising on Meta and Pinterest, with a combination of static and OLV formats depicting familiar household scenes, as well as ads on YouTube and CBC.