Stick Together Jar

Craft Ideation - Single


Rethink, Toronto/Montreal/Vancouver
w: rethinkcanada.com

Client: Kraft Heinz Canada Chief Creative Officer: Aaron Starkman, Christina Yu Creative Director: Mike Dubrick, Joel Holtby Art Director: Skye Deluz Writer: Naeem Ghafari, Kyle Simons Strategist: Hannah Newport Producer: Alex Butt Director: Adrian Armstrong Director of Photography: Adrian Armstrong Editor: Tyler Erdelac Production Company: R+D Productions, Ruze Reps Colour: Luke Bellissimo, Feather Audio House: Vapor-RMW Group Account Director: Amy Greenspoon Account Director: Kai De Bruyn Kops Account Manager: Sarah Shiff

Winning Website: rethinkcanada.com

Ahead of National Peanut Butter Day, we unveiled the Stick Together Jar. the first double-sided jar of peanut butter that contains Smooth on one side and Crunchy on the other. It instantly shifted the tide of the unrelenting debate, with over 2 million impressions and a 15% engagement rate. Passionate peanut butter lovers were finally able to agree and stick together thanks to a jar of peanut butter.