Kraft Peanut Butter Uses AI to Turn Sad Empty Jars into Brand-New Ones

There are some things you just never want to be without, and as an iconic household staple for nearly 20MM Canadians, there’s an all-too-common woe of running out of your favourite spread - Kraft Peanut Butter. But now, to the more than half of Canadians who feel sad when they run out of their beloved spread, Kraft Peanut Butter is saying 'never again.'

This Wednesday, November 22nd, Kraft Peanut Butter is launching an AI-supported platform that is designed to make those final scrapings of peanut butter at the bottom of the jar, scannable. The platform will allow Canadians to use their mobile device to scan the pattern at the bottom of nearly empty jars to receive a free jar of Kraft Peanut Butter, same day, through Skip Express Lane - a first-of-its-kind delivery service from SkipTheDishes. Canadians can visit here and simply open the camera on their mobile device to scan the pattern at the bottom of any peanut butter jar to receive a QR code and complete their transaction.

“Kraft Peanut Butter is always looking for unique ways to address evolving consumer behaviours and disrupt the way Canadians engage with the brand,” says Stephanie Goyette, head of marketing and strategy, Taste Elevation, Kraft Heinz. “Our latest campaign creatively showcases an innovative intersection between food and technology, and we’re excited that this platform has the potential to introduce Kraft Peanut Butter to new peanut butter enthusiasts who experience similar feelings when they run out of their existing spread.”

The campaign launches with an OLV on social 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. 

Starting Wednesday, November 22nd peanut butter enthusiasts can enjoy a taste of convenience and say goodbye to the fear of running out by visiting here to receive a free, same-day jar of Kraft Peanut Butter. Canadians are encouraged to share their honest and creative reactions on how they feel when they run out of peanut butter by commenting on @kraftpeanutbutter_ca.

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.