Kraft Peanut Butter spreads the love

New campaign focuses on building emotional bond to the brand

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Kraft Peanut Butter has launched “Stick Together,” a national campaign that focuses on family and the home.

The campaign is rooted in 60-second spot that follows a women’s journey from childhood to motherhood, experiencing life’s milestones with her trusted teddy bear by her side. (Last year, Kraft changed its peanut butter packaging to bring the bears to the forefront.)

Set to Elton John’s “Your Song” covered by Ellie Goulding, the spot contains no dialogue and ends with a super that says, “As long as there are bears, there will be moments to share.”

READ: Kraft gets competitive with new chocolatey peanut butter

The same spot is running in Quebec, but is set to the song “Ma Mere” performed by Ingrid St-Pierre. Both launched nationally on Monday and are airing on both specialty and conventional channels, and on Kraft’s English and French YouTube channels.

According to Aaron Nemoy, senior brand manager for Kraft Peanut Butter, “Stick Together” shifts away from previous efforts that focused on “the functional love consumers have for peanut butter” to concentrate more on building an emotional bond to the brand.

It also speaks to the issue of “distracted living,” which Nemoy called “modern life pulling people further from home than ever before, further from the people they care about” and urges them to re-connect with what matters most.

READ: Kraft launches TV ad for new peanut butter

“For brands to win with a new generation of consumers, they need to stand for something that consumers can relate with,” he said. “Kraft peanut butter is an iconic brand. We have 95% awareness in Canada, 65% household penetration, and 70% market share, so our equity scores are off the charts. Consumers feel a deep connection to peanut butter because it reminds them of the comfort of home.”

The campaign is also being supported by a digital media buy on Facebook and YouTube, along with social media promotion. More elements are expected to roll out in the coming months, said Nemoy, and the brand is currently working with a group of cultural anthropologists to pinpoint the issues that matter most to Canadians.

This article was first published in Marketing Magazine.