Canadians love the Kraft bears, so much so that the brand’s April Fool’s joke announcing the Bear’s retirement from the world of peanut butter caused an uproar amongst fans of Crunchy and Smoothy. Leaning into the emotional connection Canadians have to the Bears, alongside the rise in at-home coffee consumption as remote work continues, the Kraft Bears are expanding beyond the spreads category for the first time in 60 years. What are the Bears brewing? Kraft Café Barista — a flavour-first premium coffee, available in Chocolate Hazelnut and Salted Caramel.
“Consumers have an emotional connection to the Bears, but also to their coffee. We saw this as a unique opportunity to bring the love for our Kraft Bears into this new category that traditionally, has been functionally driven,” says Coby Cobankiat, Brand Manager, Coffee, The Kraft Heinz Company. “This new brand extension allows us to complete the breakfast occasion with consumers who love our spreads and is the latest example of Kraft Heinz’s larger transformation story as it looks to its goal to lead the future of food.”
Ahead of the launch, the Bears were removed from the Kraft Peanut Butter social accounts, stirring up concern and online conversation. Today, the Same Bears, New Grind campaign launch includes social content across Instagram and Facebook, as well as earned media outreach and an influencer sampling program, all aiming to drive awareness.
Kraft Café Barista brings something new to the premium coffee category through flavour and packaging innovation. This new premium offering can be found in two formats, addressing evolving consumer demands for sustainable packaging and convenience. Formats include Roast & Grind, featuring recyclable Boardio packaging made with eighty per cent paper fiber from renewable resources and Zero-Waste Compostable Pods.
Roasted and prepared in Canada with 100% Arabica coffee, Kraft Café Barista is available nationwide at local grocery retailers and online via Amazon.ca and Walmart.ca. Kraft is calling on Canadian coffee lovers to share their favourite Kraft Café Barista flavour on social media using the hashtag #KraftCafeBarista and tagging @kraftpeanutbutter_ca on Instagram, and @kraftKPBon Twitter.
The brand’s AORs managed the campaign. Rethink led creative and production, Carat will drive nationwide awareness, The Kitchen is managing social, and Middle Child is managing public relations and influencer.