SO.DA AND TWITTER’S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANS
December 6, 2021
SO.DA AND TWITTER’S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANS
Hosted by ET Canada’s Carlos Bustamante #KraftPBTV Features the Brand’s Beloved Bears, Crunchy and Smoothie, Over Five Episodes of Fun Fodder and Delicious Recipes
Full Series Available Now @KraftPB on Twitter and the Global TV App
For Immediate Release
TORONTO, December 6, 2021 – For more than 60 years Canadians have enjoyed Kraft Peanut Butter as a staple in their household, whether it be crunchy or smooth, and now the iconic brand has teamed up with so.da and Twitter to develop Kraft Peanut Butter Television, a digital first-of-its-kind variety show starring the beloved Kraft Peanut Butter bears, Crunchy and Smoothie. Hosted by ET Canada’s Carlos Bustamante #KraftPBTV marks the ninth Twitter Original series with so.da and sees the brand’s personality come to life in a new, light-hearted way with funny, inspirational, and always-entertaining content. The short-form series debuted with five episodes ranging from the timeless crunchy vs. smooth debate to blind dates and cookies for breakfast.
“With the shift in how consumers interact with brands and our increasing ability to stretch beyond traditional advertising, we saw an opportunity to leverage Kraft Peanut Butter’s distinctive icons to drive a brand-as-content strategy and build a deeper connection with our consumers,” said Jacqueline Chao, Brand Manager, Brand Building & Innovation, Kraft Heinz Canada. “We know how much Canadians love our Bears, and only they could bring this level of fun, wholesome entertainment to life, allowing us to engage with younger consumers and families in a new way.”
With all episodes now released, the series has reached over four million Canadians and generated over 55 million impressions with almost half a million engagements watching #KraftPBTV to date.* Episodes continue to be available on Twitter and the Global TV App.
The campaign introduced a new marketing approach for the brand, taking on an entertainment-first philosophy to engage viewers through multiple different formats including in-feed videos, Twitter polls, and conversation cards Each element was creatively composed and produced by so.da and Arthouse (Twitter’s internal creative studio).
“Kraft Peanut Butter Television marks our ninth Twitter Originals Fueled by so.da series and we couldn’t be more pleased with the continued success of this marriage of content and distribution,” said Dervla Kelly, Senior Vice President of Marketing and so.da. “Alongside our longstanding partners at Twitter, we were able to bring the Kraft Peanut Butter brand to life in an entirely new way for Canadians to engage with its iconic characters while sparking conversation and inspiring new recipes.”
“With the majority of the Twitter audience ages 18-35 state opening Twitter is the first thing they do in the morning or the last thing before bed, #KraftPBTV reached this powerful Twitter audience through the award-winning creative minds at so.da. A best in class example of delivering engaging content to an engaged audience in the moments that matter – the true power of our Twitter Originals programming,” said Shay Thiyagarajah, Partnerships Manager at Twitter Canada.
Launched in 2018 Twitter Originals Fueled by so.da, has executed nine best-in-class programs with some of Canada’s leading brands including #PowerUp with Samsung Canada (winner of two Digiday Awards), #DestinationDishes with CIBC, #BestNightIn with Stella Artois, and #ShopSmallStories with Amex Canada. The programs achieved massive reach and awareness, averaging over 50 million views per series, while driving lower funnel metrics for clients across the board.
Learn more about each episode and watch #KraftPBTV here:
Episode 1: Crunchy vs Smoothie: One on One
In the first episode, we seek to answer the question that has fractured the Peanut Butter community since the beginning. Kraft Peanut Butter Bears Crunchy and Smoothie step onto the court to put an end to the debate and crown one the true GOAT.
Episode 2: Sticking Together
Kraft Peanut Butter can bring more than two pieces of bread together and this episode proves it. Sticking Together is a dating show that challenges our single dater Jauvany to choose between two suitors without ever seeing their face. Will Smoothie sweep Jauvany off his feet or will Crunchy steal his heart.
Episode 3: Best Start
Host Carlos Bustamante takes us into the kitchen to meet food blogger, photographer, and creator of @saltnpepperhere, Sonia Wong. Sonia talks about how Kraft Peanut Butter can inspire delicious new recipes that will make the whole family excited to start the day.
Episode 4: What’s in the Fridge
Carlos is back in the kitchen this time with a challenge from the Kraft Peanut Butter Bears, Crunchy and Smoothie. What can you do with two mystery ingredients and a jar of Kraft Peanut Butter? The answer is as surprising as it is delicious.
Episode 5: Crunchy vs. Smoothie – Archery
In this final episode, the Kraft Peanut Butter Bears are back as we once again seek to find the answer to the question “Crunchy or Smooth”. Crunchy and Smoothie bend their bows to strike a blow for Kraft Peanut Butter and settle the debate, once and for all.
Source: Twitter Internal Data, 2021
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About so.da
so.da is a full-service, specialized social digital agency offering strategy, community management, content production, analytics and social listening, talent and influencer integration. In addition to managing Corus’ vast portfolio of brands in the social space, including Food Network Canada, HGTV Canada, Global TV, Slice and W Network, so.da works with many of Canada’s leading brands to support their social strategy and content production. The agency’s deep understanding of the space has led to above average engagement rates, watch times and lower CPEs. Last year alone, so.da content was viewed over four billion times. www.soda.corusent.com
About Kraft Heinz Canada
Kraft Heinz Canada is the country’s largest food and beverage company and is a subsidiary of Kraft Heinz (NASDAQ: KHC). Kraft Heinz Canada provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. Kraft Heinz Canada products are found in more than 97 per cent of Canadian households. The Company’s iconic brands include Kraft Peanut Butter, KD, Classico. Kraft Heinz Canada is dedicated to the sustainable health of our people, our planet and our Company. For more information, please visit www.kraftheinzcompany.com.
For more information, contact:
Catrina Jaricot
Senior Publicity Manager, Lifestyle content
Corus Entertainment
416.479.6397
