
SO.DA AND TWITTER'S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANSShare on Social Media
Share
Tweet
Post
More Brands News
so.da
December 6, 2021SO.DA AND TWITTER'S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANS
Hosted by ET Canada's Carlos Bustamante #KraftPBTV Features the Brand's Beloved Bears, Crunchy and Smoothie, Over Five Episodes of Fun Fodder and Delicious Recipes
Full Series Available Now @KraftPB on Twitter and the Global TV App
For Immediate Release
TORONTO, December 6, 2021 - For more than 60 years Canadians have enjoyed Kraft Peanut Butter as a staple in their household, whether it be crunchy or smooth, and now the iconic brand has teamed up with so.da and Twitter to develop Kraft Peanut Butter Television, a digital first-of-its-kind variety show starring the beloved Kraft Peanut Butter bears, Crunchy and Smoothie. Hosted by ET Canada's Carlos Bustamante #KraftPBTV marks the ninth Twitter Original series with so.da and sees the brand's personality come to life in a new, light-hearted way with funny, inspirational, and always-entertaining content. The short-form series debuted with five episodes ranging from the timeless crunchy vs. smooth debate to blind dates and cookies for breakfast.
With the shift in how consumers interact with brands and our increasing ability to stretch beyond traditional advertising, we saw an opportunity to leverage Kraft Peanut Butter's distinctive icons to drive a brand-as-content strategy and build a deeper connection with our consumers, said Jacqueline Chao, Brand Manager, Brand Building & Innovation, Kraft Heinz Canada. We know how much Canadians love our Bears, and only they could bring this level of fun, wholesome entertainment to life, allowing us to engage with younger consumers and families in a new way.
With all episodes now released, the series has reached over four million Canadians and generated over 55 million impressions with almost half a million engagements watching #KraftPBTV to date.* Episodes continue to be available on Twitter and the Global TV App.
The campaign introduced a new marketing approach for the brand, taking on an entertainment-first philosophy to engage viewers through multiple different formats including in-feed videos, Twitter polls, and conversation cards Each element was creatively composed and produced by so.da and Arthouse (Twitter's internal creative studio).
Kraft Peanut Butter Television marks our ninth Twitter Originals Fueled by so.da series and we couldn't be more pleased with the continued success of this marriage of content and distribution, said Dervla Kelly, Senior Vice President of Marketing and so.da. Alongside our longstanding partners at Twitter, we were able to bring the Kraft Peanut Butter brand to life in an entirely new way for Canadians to engage with its iconic characters while sparking conversation and inspiring new recipes.
With the majority of the Twitter audience ages 18-35 state opening Twitter is the first thing they do in the morning or the last thing before bed, #KraftPBTV reached this powerful Twitter audience through the award-winning creative minds at so.da. A best in class example of delivering engaging content to an engaged audience in the moments that matter - the true power of our Twitter Originals programming, said Shay Thiyagarajah, Partnerships Manager at Twitter Canada.
Launched in 2018 Twitter Originals Fueled by so.da, has executed nine best-in-class programs with some of Canada's leading brands including #PowerUp with Samsung Canada (winner of two Digiday Awards), #DestinationDishes with CIBC, #BestNightIn with Stella Artois, and #ShopSmallStories with Amex Canada. The programs achieved massive reach and awareness, averaging over 50 million views per series, while driving lower funnel metrics for clients across the board.
Learn more about each episode and watch #KraftPBTV here:
Episode 1: Crunchy vs Smoothie: One on One
In the first episode, we seek to answer the question that has fractured the Peanut Butter community since the beginning. Kraft Peanut Butter Bears Crunchy and Smoothie step onto the court to put an end to the debate and crown one the true GOAT.
Episode 2: Sticking Together
Kraft Peanut Butter can bring more than two pieces of bread together and this episode proves it. Sticking Together is a dating show that challenges our single dater Jauvany to choose between two suitors without ever seeing their face. Will Smoothie sweep Jauvany off his feet or will Crunchy steal his heart.
Episode 3: Best Start
Host Carlos Bustamante takes us into the kitchen to meet food blogger, photographer, and creator of @saltnpepperhere, Sonia Wong. Sonia talks about how Kraft Peanut Butter can inspire delicious new recipes that will make the whole family excited to start the day.
Episode 4: What's in the Fridge
Carlos is back in the kitchen this time with a challenge from the Kraft Peanut Butter Bears, Crunchy and Smoothie. What can you do with two mystery ingredients and a jar of Kraft Peanut Butter? The answer is as surprising as it is delicious.
Episode 5: Crunchy vs. Smoothie - Archery
In this final episode, the Kraft Peanut Butter Bears are back as we once again seek to find the answer to the question Crunchy or Smooth . Crunchy and Smoothie bend their bows to strike a blow for Kraft Peanut Butter and settle the debate, once and for all.
Source: Twitter Internal Data, 2021
-30-
About so.da
so.da is a full-service, specialized social digital agency offering strategy, community management, content production, analytics and social listening, talent and influencer integration. In addition to managing Corus' vast portfolio of brands in the social space, including Food Network Canada, H
Most recent headlines
21/03/2025
LAS VEGAS At the 2025 NAB Show in Las Vegas, April 6-9, Rohde & Schwarz will showcase its latest digital transmitter technology focused on the ATSC 3.0 standard...
21/03/2025
Disney announced this week that WPLG, its long-time ABC station in the Miami-Ft. Lauderdale market, will be ending its affiliation with Disney and become an ind...
21/03/2025
Evertz VUE provides an intuitive, flexible solution for broadcasters, improving efficiency and streamlining video and audio control in dynamic production enviro...
21/03/2025
According to Futuresource Consulting, the pro video industry is poised for trans...
21/03/2025
Zachman joined the company in March 2020 as SVP of engineering and services. He has previously worked for Bitmovin and Comcast
By Jenny Priestley
Published: ...
21/03/2025
The CMA found 15 instances where a pair of companies unlawfully shared sensitive information about pay with each other, including day rates and pay rises
By Je...
21/03/2025
The Alliance for IP Media Solutions (AIMS), the Advanced Media Workflow Association (AMWA), and the Video Services Forum (VSF) today announced the IP Showcase p...
21/03/2025
At NAB Show 2025 in Las Vegas April 5-9, Avid will showcase the most complete and flexible end-to-end news and postproduction solutions that simplify the compl...
21/03/2025
Telestream, a global leader in media workflow technologies, is extending its leadership in supporting ST 2110 and UHD deployments by expanding its industry gold...
21/03/2025
Frequency, the engine behind many of the world's leading streaming channels, is launching a fully integrated graphics platform as part of Frequency Studio, ...
21/03/2025
Yospace, the global leader in dynamic ad insertion (DAI), is demonstrating the latest tools and techniques for boosting ad performance at NAB Show (April 6-9, L...
21/03/2025
MediaKind today announces the promotion of Cory Zachman to Chief Technology Officer (CTO) and the appointment of Shahar Bar as Senior Vice President, Product & ...
21/03/2025
Alfalite, the only European manufacturer of LED screens, is pleased to announce its participation in NAB 2025 (April 6-9, Las Vegas Convention Center), where it...
21/03/2025
Efficient and Future-Ready Broadcasting in a Connected World
At NAB (booth W3043, Las Vegas Convention Center, 6 9 April), Rohde & Schwarz will showcase its la...
21/03/2025
Tribal Ready, a Native-owned Public Benefit Corporation dedicated to advancing Tribal Sovereignty and digital equity, and Synamedia have partnered to provide gr...
21/03/2025
NINETNINE, the disruptive content provider to digital and media platforms, has announced that leading entertainment TV channel Nessma TV, has launched a special...
21/03/2025
SDVI, the leading platform provider for cloud-native media supply chains, today announced that it has integrated its Rally media supply chain management platfor...
21/03/2025
LynTec, a leading manufacturer of innovative electrical power control solutions for professional audio, video, and lighting (AVL) systems, today announced the c...
21/03/2025
VisualOn, a leader in multimedia playback and AI-enhanced video optimization, has partnered with Agora, the global leader in real-time engagement and interactiv...
21/03/2025
At the 2025 NAB Show (April 6-9, Las Vegas Convention Center, booth W2067), Imagine Communications will showcase technologies that set the industry standard for...
21/03/2025
PARADEs National Tour Is a Procession of Boston Conservatory Talent Michael Tacconi BFA '12 and fifth-semester musical theater major Olivia Goosman talk a...
21/03/2025
Neil Leonard's Matanzas Sound Map Brings Immersive Sonic Cartography to Tate...
21/03/2025
For several years FCC Commissioner, and now chairman, Brendan Carr has aligned himself with the deregulatory policies of President Donald Trump. Indeed, then Co...
21/03/2025
ATLANTA -Gray Media has announced a deal with FanDuel Sports Network and Cincinnati Reds that will allow at least 10 of the Reds' games to be simulcast free...
21/03/2025
STAMFORD, Conn., and PHILADELPHIA Charter Communications and Comcast have announced that Spectrum Mobile and Xfinity Mobile have launched satellite-based servic...
21/03/2025
PITTSBURGH NEP Group is continuing to invest in its fleet of mobile units dedicated to remote productions with the addition of a new facility now supporting the...
21/03/2025
WASHINGTON As broadcasters face some significant regulatory issues in 2025, U.S. Congressman Mike Flood (NE-01), Congressmen Mark Alford (MO-04), Brendan Boyle ...
21/03/2025
Boston Conservatory at Berklee Presents the Tony Award-Winning Musical Natasha, ...
21/03/2025
Facebook
Twitter
LinkedIn
The new Thales MRO (Maintenance, Repair & Overhaul) facility in Gurugram is strategically located near the Delhi airport in Indi...
20/03/2025
Spotify listeners love discovering new artists and songs, but they also love fin...
20/03/2025
Increasingly weaker demand from key sales markets over the course of 2024 is slo...
20/03/2025
In our latest blog, Laura Rognoni reflects on this year's Connected TV World Summit recently held in London, and explores how innovative bundling, premium c...
20/03/2025
Jon Rambeau, President of the Integrated Mission Systems segment at L3Harris Technologies, writes in Breaking Defense: With AMORPHOUS , we are pushing the bound...
20/03/2025
Auckland, March 20, 2025 Nielsen Ad Intel's latest data shows advertising ...
20/03/2025
Auckland, March 11, 2025 Nielsen Ad Intel, New Zealand's most comprehensiv...
20/03/2025
NEW YORK The advertising sales business of Charter Communications, Spectrum Reach, has announced the full-market rollout of its newest planning tool, Audience R...
20/03/2025
WASHINGTON Federal Communications Commission commissioner Nathan Simington announces two departures from his office....
20/03/2025
WASHINGTON The Library of American Broadcasting Foundation has announced that legendary syndicated radio personality Delilah will receive the fourth annual Insi...
20/03/2025
Brompton Technology is expanding its Customer Services team as part of its ongoing commitment to providing exceptional support at every stage of the customer jo...
20/03/2025
Canva Partners With Designit To Enhance Enterprise Design Solution
Brie Clayton March 20, 2025
0 Comments
Designit, the Wipro-owned experience design ...
20/03/2025
MRMC to Showcase Groundbreaking Broadcast and Motion Control Technologies at NAB...
20/03/2025
qibb Unveils AI Copilot - The First Conversational, AI-Powered Development Assis...
20/03/2025
COW Job Listing: Freelance BRU / ArGest LTO Archive Specialist
Brie Clayton March 20, 2025
0 Comments
Freelance BRU / ArGest LTO Archive Specialist
...
20/03/2025
Berklee's Trailblazing Music Inclusion Ensemble Debuts at Berklee Performanc...
20/03/2025
FRISCO, Texas MediaKind has announced the promotion of Cory Zachman to Chief Technology Officer (CTO) and the appointment of Shahar Bar as Senior Vice President...
20/03/2025
NEVADA City, Calif. Telestream announced new product enhancements to its Vantage server platform as well as upgraded test and measurement tools for content crea...
20/03/2025
The solution enables immediate, accelerated file transfers while recording, allowing simultaneous delivery of camera RAW files and metadata to multiple location...
20/03/2025
The event will showcase new live UHD switching and routing capability at NASA...
20/03/2025
COLUMBIA, Md. LTN will unveil live sports, channel distribution, and real-time content versioning technologies designed to drive revenue for sports leagues, con...
20/03/2025
BRUSSELS, Belgium Mediagenix, a provider of smart content solutions, says it has integrated Spideo's humanized content recommendations, personalized discove...