Kraft Peanut Butter gives its ad space to small businesses at risk during the pandemic

Canadian campaign from Rethink reallocates media buy to those who need it most

Published On
Apr 24, 2020

Editor's Pick

Those sure to survive the pandemic are big global brands like Kraft Heinz— as a purveyor of foods with extra-long shelf life that consumers are now patronizing with gusto. So in Canada, Kraft Peanut Butter is stepping up to help smaller companies struggling during the coronavirus crisis.

In a campaign out of Rethink, the brand is giving its unused ad space to small businesses across the country (like coffee shops The Birds and The Beets and Grounds for Coffee as well bakeshops such as Flour and Flower and Jenna Rae Cakes) so they can remind consumers that they’re still open to serve them. The agency stepped in to help the companies make their own spots too.


The campaign started on social media, including on Kraft Peanut Butter’s Instagram channel, and now it’s moved onto broadcast spots in the small businesses’ respective markets in Toronto, Montreal, Vancouver and Winnipeg.

In the coming weeks, the brand will continue to support the businesses by replacing the remainder of its media buy on social media and pre-roll. 



Apr 25, 2020
Client :
Agency :
Creative Director :
Aaron Starkman
Creative Director :
Mike Dubrick
Art Director :
Nick Noh
Writer :
Jordan Darnbrough
Writer :
Karine Doucet
Strategist :
Sean McDonald
Strategist :
Hannah Newport
Producer :
Anna Tricinci
Producer :
Todd Harrison
Production Coordinator :
Spencer Houghton
Editor :
Tyler Erdelac
Audio House :
Vapor Music
Audio Director :
Ted Rosnick
Audio Engineer :
Art Mullin
Managing Partner :
Caleb Goodman
Group Account Director :
Amy Greenspoon
Account Manager :
Allie Kennedy
Account Manager :
Catherine Blouin-Mainville
Head of Brand Build & Innovation :
Nina Patel
Senior Brand Manager :
Daniel Gotlib
Brand Manager :
Jacqueline Chao

Need a credit fix? Contact the Creativity Editors