Something that makes Kraft Peanut butter recognizable is definitely their bears and Canadians love them. They’re used to seeing them everywhere they see Peanut Butter. So when Kraft Peanut butter wanted to launch their own coffee brand, Café Barista, we thought we could borrow the equity of the KPB platforms.

To stir up conversation and a little bit of outrage, we decided to remove the Bears from our jars and social feeds and make Canadians worry about where they’vegone. Once we got all the tension needed, we revealed that the bears been out and busy with their new grind - Café Barista.

Once we sat up the mystery of the missing bears,
we revealed where they went through an OLV
we posted on social. View it here.

CW - Mnrupe Virk