Peanut Butter Bears

In its second year, the Kraft Peanut Butter bear hug campaign is one of Kraft Canada's most successful charitable events. Kraft Peanut Butter bears travelled across the country to spread hugs to the public. The public was also able to send a digital hug via the website. With each hug counting towards a jar of peanut butter Kraft Canada donated over 50,000 jars of peanut butter to shelters across Canada.

Garnering media attention from sources such as Breakfast Television and the Globe and Mail the media and PR success of this program is off the charts.