2024 Winner

Kraft Peanut Butter transformed its iconic jars to feature welcome messages in the five languages spoken the most by newcomers to Canada. The “Welcome Home Jars” campaign, by The Kitchen, Carat and Astral Out-of-Home, provided resources such as immigration guidance and language lessons via a partnership with language app Duolingo. Dynamic billboards at airports greeted newcomers in their native languages, and Nav Bhatia, a Toronto Raptors superfan, promoted the initiative by sharing his immigration story. By collaborating with influencers familiar with newcomer challenges, the campaign was able to rack up 112.5 million media impressions.

Credits

The Kitchen North America:
Tom Evans - Head of The Kitchen
Simon Au - Executive Creative Director
Daniel Szczepanek - Creative Director
Devon Clarke - Sr Art Director
Joseph Thomas - Sr Copywriter
Mark Delisi - Copywriter
Nathen Ping - Art Director
Devin Bruun - Copywriter
Erin Beaupre - Copywriter
Wesley Webb - Design Lead
Vicenza Calomeno - Jr Designer
Gabriel Bortolotto - Content Creator
Adam Donnelly - Social Copywriter
Daniel Corrigan - Sr. Motion Designer
Branson Schell - Motion Designer
Julie Benevides - Head of Production
Jan Parma - Sr Producer
Nadine Farhat - Integrated Producer
Annie-Rose Mears - Business Lead
Prestan Tilley - Business Executive
Kathleen Bokar - Head of Strategy
Joseph Elkouby - Director, Strategy & Insights
Alex Broome - Sr. Performance Analyst
Morgan Myles - Sr Social Strategist
Vanessa Mahon - Social Media Manager
Benjamin Badiuk - Social Media Manager

Client - Kraft Heinz
Nina Patel - Head of NA Brand Communications
Megan Lang - Director, Brand Communications
Eseosa Gbinigie - Brand Manager
Marie Claire Hurtado - Brand Manager

Witch House Productions - Production

House I/O Studio - Post Production House

Carat - Media Agency
Alysha Hirji - Media Planner
Isabella Oliveros-Gonzalez - Media Planner
Marlee Camacho - Media Supervisor
Bradley Kowalski - AVP Group Account Director
Taha Hameedi - Performance Manager
Zachary Stern - Digital Director
Astral OOH: Valerie Meltz

Middlechild - PR Agency
Managing Director: Sean Citrigno
Vice President: Gillian DiCesare
Account Director: Emily Kett
Associate Director: Rebecca Fuller
Senior Account Manager: Chandler Nowak
Senior Account Manager, Digital: Bea Ticsay
Account Manager, Quebec: Stéphania Masoabo
Senior Account Executives: Patricia Gonzalez, Charlotte Hefner
Account Executive: Sabeeyha Bobat