Kraft Peanut Butter has launched a new social campaign featuring an interactive children's book to drive consumer engagement and encourage families to stick together.
The book follows a young boy and his grandmother’s journey across Canada. Kraft will be releasing a new chapter on its Instagram channel daily from December 18 - 25th. Each day, the brand will be asking Canadians to follow along and share their recommendations for a chance to be in the next chapter. From choosing character names, to locations and new adventures, this book will be providing families with an interactive activity to help them stay busy and connected.
On December 26th, 10 copies of the book will also be made available through a social giveaway, where consumers will have the chance to win a physical copy they can enjoy every holiday season.
“On the heels of our Stick Together for Small Business program, we’ve brought that same brand ethos to Canadian families this holiday season,” says Daniel Gotlib, Associate Director, Brand Building & Innovation, Kraft Heinz Canada. “This interactive book gives families a unique way to interact, engage, and connect with us and each other during a holiday season unlike any other.”