2024 Winner
BronzeTransit Campaign
BronzeTransit Single
Kraft Heinz
(Kraft Peanut Butter)
"QJar Codes"
Rethink
(Kraft Peanut Butter)
"QJar Codes"
Rethink
Kraft Peanut Butter (KPB) faced a challenge in the form of rising grocery prices, which were leading loyal fans to switch to cheaper options. The goal was to restore loyalty by reminding consumers of KPB’s unmatched quality. The “Kraft Peanut Butter QJar Codes” campaign from Rethink leveraged the moment when households realize they’ve run out of peanut butter, introducing AI-generated QR codes from the remnants of empty peanut butter jars for instant delivery via SkiptheDishes. The technology worked on all peanut butter jars, enticing consumers of other brands to switch to KPB.
The campaign saw significant success, with SkiptheDishes reporting a 120% increase in KPB sales during the campaign and a sustained 40% increase afterward. Engagement metrics on Instagram and TikTok exceeded benchmarks by wide margins. Despite inflationary pressures, KPB gained market share (+1.4pts) while control labels lost share (-1.9pts), reaffirming its position as a favourite in Canadian households.
The campaign saw significant success, with SkiptheDishes reporting a 120% increase in KPB sales during the campaign and a sustained 40% increase afterward. Engagement metrics on Instagram and TikTok exceeded benchmarks by wide margins. Despite inflationary pressures, KPB gained market share (+1.4pts) while control labels lost share (-1.9pts), reaffirming its position as a favourite in Canadian households.
Credits
Chief Creative Officer: Aaron Starkman, Mike DubrickChief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Director: Jacquelyn Parent, Skye Deluz, Fernando Hernandez
Art Director: Skye Deluz, Sophia Kossoski
Writer: Jacquelyn Parent, Laura DeSantis
Designer: Mark Mabey
Digital Designer: Dustin Gamble
Director of Integrated Production: Todd Harrison
Senior Integrated Producer: Terri Winter, Kyle Hicks
Group Strategy Director: Julian Morgan
Strategic Planner: Emma Bayfield
Group Account Director: Rob Dix
Account Director: Joanna Oszczak, Lindsay Magrane
Account Supervisor: Monica Ha
Account Manager: Olivia Yang
Production Company: Cake Factory
Photographer: Martin Wonnacott
Agent: Tammy Wetterberg
Food Stylist: Amy Lord
Photo Assistant: Dylan Ellis
Photo Assistant: Liam Shwarz
Post Production Company: R&D Productions
Editors: Stephen Parker, Tyler Erdelac, Ignacio Florez
Retouching: Kostas Loukopolous
Digital Development: Current Studios
Clients:
VP Brands & Creativity: Jess Vultaggio
VP of North America Brand Communications: Nina Patel
Head of Brand Communications: Megan Lang
Brand Manager: Eseosa Gbinigie