Kraft Heinz is embracing new Canadians with the launch of limited edition “Welcome Home Jars” of Kraft peanut butter.
Developed in partnership with leading language learning app, Duolingo, the jars are designed with labels translated into five of the most commonly spoken languages by Canada's newcomers. Each jar provides a link to Duolingo language classes, a 30-day subscription to Super Duolingo (terms and conditions apply), and immigration assistance resources for new Canadians.
"Moving to a new country can be intimidating, and tasks like grocery shopping can feel like unfamiliar territory," says Simon Wong, associate director of marketing, spreads & slices at Kraft Heinz. "For more than 60 years, Kraft Peanut Butter has brought Canadians comfort, and through Welcome Home Jars, we hope to deepen our commitment to nourishing connections by welcoming newcomers to Canada in a familiar way. We want to help these individuals feel welcome and supported during their transition, and we hope Welcome Home Jars will be a small but meaningful gesture."
Canada has set an unprecedented target of welcoming 465,000 newcomers in 2023 alone. This is part of the Government of Canada's commitment to welcome nearly 1.5 million immigrants over the next three years. With the help of superfan Nav Bhatia, who is highly recognized and respected for welcoming Canadian newcomers, Kraft Heinz says it wants to ease this transition by ensuring these individuals feel welcome as they navigate language barriers in their new homes.
Part of the campaign includes a new video that shows new Canadians trying Kraft Peanut Butter from their own “Welcome Home Jars.”