Canada has seen an unprecedented immigration wave. Over 1.5 million newcomers have moved to Canada since 2016. But 69.4% of new immigrants to Canada don’t speak English or French as their first language, making settling down difficult. As a beloved Canadian staple for over 60 years, Kraft Peanut Butter wanted to help make that transition a little easier.
We transformed our iconic jars to hold more than just peanut butter.
With “Welcome Home Jars” newcomers got their first taste of their new home, in their first language.
We redesigned our labels so that each jar held a welcome message in the 5 languages most spoken by newcomers to Canada. We then partnered with Duolingo to create custom resources in each of these languages – from bespoke language lessons, to unique Canadianisms to employment and immigration resources and more.
The jars were released across Canada through an integrated social, influencer, PR and OOH campaign.
On social, we launched with a video showing recently arrived new Canadians receiving their special jars, and trying peanut butter for the first time, while speaking in their first languages.
To spread the message, we created special digital OOH boards at Canada’s largest airports that were timed to arriving flights, so newly arrived Candians received welcome messages in their first language.
Finally, we partnered with local micro-influencers from a number of diverse communities, including Canadian legend Nav Bhatia — aka the Toronto Raptors’ Superfan— to tell him own story about coming to Canada and to speak to niche communities about getting the jars.
Within 7 hours every jar was claimed, prompting us to make additional runs of Welcome Home Jars. We garnered 112.5MM media impressions, features across Breakfast Television, TSN, Sportsnet and CTV, a 7.7% engagement rate - 385% above our benchmark - and a whopping 93.5% positive sentiment rate.
