the takeoff spread

Client: kraft peanut butter

Kraft Peanut Butter is instantly recognizable thanks to its bears, icons Canadians love. So when the brand launched its coffee line, Café Barista, we borrowed that equity.

To spark conversation (and a little outrage), we removed the bears from jars and social feeds, making Canadians wonder where they’d gone. Once the tension peaked, we revealed the bears had simply been busy with a new grind: Café Barista.