SO.DA AND TWITTER'S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANSShare on Social Media
Share
Tweet
Post
More Brands News
so.da
December 6, 2021SO.DA AND TWITTER'S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANS
Hosted by ET Canada's Carlos Bustamante #KraftPBTV Features the Brand's Beloved Bears, Crunchy and Smoothie, Over Five Episodes of Fun Fodder and Delicious Recipes
Full Series Available Now @KraftPB on Twitter and the Global TV App
For Immediate Release
TORONTO, December 6, 2021 - For more than 60 years Canadians have enjoyed Kraft Peanut Butter as a staple in their household, whether it be crunchy or smooth, and now the iconic brand has teamed up with so.da and Twitter to develop Kraft Peanut Butter Television, a digital first-of-its-kind variety show starring the beloved Kraft Peanut Butter bears, Crunchy and Smoothie. Hosted by ET Canada's Carlos Bustamante #KraftPBTV marks the ninth Twitter Original series with so.da and sees the brand's personality come to life in a new, light-hearted way with funny, inspirational, and always-entertaining content. The short-form series debuted with five episodes ranging from the timeless crunchy vs. smooth debate to blind dates and cookies for breakfast.
With the shift in how consumers interact with brands and our increasing ability to stretch beyond traditional advertising, we saw an opportunity to leverage Kraft Peanut Butter's distinctive icons to drive a brand-as-content strategy and build a deeper connection with our consumers, said Jacqueline Chao, Brand Manager, Brand Building & Innovation, Kraft Heinz Canada. We know how much Canadians love our Bears, and only they could bring this level of fun, wholesome entertainment to life, allowing us to engage with younger consumers and families in a new way.
With all episodes now released, the series has reached over four million Canadians and generated over 55 million impressions with almost half a million engagements watching #KraftPBTV to date.* Episodes continue to be available on Twitter and the Global TV App.
The campaign introduced a new marketing approach for the brand, taking on an entertainment-first philosophy to engage viewers through multiple different formats including in-feed videos, Twitter polls, and conversation cards Each element was creatively composed and produced by so.da and Arthouse (Twitter's internal creative studio).
Kraft Peanut Butter Television marks our ninth Twitter Originals Fueled by so.da series and we couldn't be more pleased with the continued success of this marriage of content and distribution, said Dervla Kelly, Senior Vice President of Marketing and so.da. Alongside our longstanding partners at Twitter, we were able to bring the Kraft Peanut Butter brand to life in an entirely new way for Canadians to engage with its iconic characters while sparking conversation and inspiring new recipes.
With the majority of the Twitter audience ages 18-35 state opening Twitter is the first thing they do in the morning or the last thing before bed, #KraftPBTV reached this powerful Twitter audience through the award-winning creative minds at so.da. A best in class example of delivering engaging content to an engaged audience in the moments that matter - the true power of our Twitter Originals programming, said Shay Thiyagarajah, Partnerships Manager at Twitter Canada.
Launched in 2018 Twitter Originals Fueled by so.da, has executed nine best-in-class programs with some of Canada's leading brands including #PowerUp with Samsung Canada (winner of two Digiday Awards), #DestinationDishes with CIBC, #BestNightIn with Stella Artois, and #ShopSmallStories with Amex Canada. The programs achieved massive reach and awareness, averaging over 50 million views per series, while driving lower funnel metrics for clients across the board.
Learn more about each episode and watch #KraftPBTV here:
Episode 1: Crunchy vs Smoothie: One on One
In the first episode, we seek to answer the question that has fractured the Peanut Butter community since the beginning. Kraft Peanut Butter Bears Crunchy and Smoothie step onto the court to put an end to the debate and crown one the true GOAT.
Episode 2: Sticking Together
Kraft Peanut Butter can bring more than two pieces of bread together and this episode proves it. Sticking Together is a dating show that challenges our single dater Jauvany to choose between two suitors without ever seeing their face. Will Smoothie sweep Jauvany off his feet or will Crunchy steal his heart.
Episode 3: Best Start
Host Carlos Bustamante takes us into the kitchen to meet food blogger, photographer, and creator of @saltnpepperhere, Sonia Wong. Sonia talks about how Kraft Peanut Butter can inspire delicious new recipes that will make the whole family excited to start the day.
Episode 4: What's in the Fridge
Carlos is back in the kitchen this time with a challenge from the Kraft Peanut Butter Bears, Crunchy and Smoothie. What can you do with two mystery ingredients and a jar of Kraft Peanut Butter? The answer is as surprising as it is delicious.
Episode 5: Crunchy vs. Smoothie - Archery
In this final episode, the Kraft Peanut Butter Bears are back as we once again seek to find the answer to the question Crunchy or Smooth . Crunchy and Smoothie bend their bows to strike a blow for Kraft Peanut Butter and settle the debate, once and for all.
Source: Twitter Internal Data, 2021
-30-
About so.da
so.da is a full-service, specialized social digital agency offering strategy, community management, content production, analytics and social listening, talent and influencer integration. In addition to managing Corus' vast portfolio of brands in the social space, including Food Network Canada, H
North America Stories
04/06/2026
Sony Electronics is introducing the SRG-AS10, a 4K 60p-compatible PTZ auto-frami...
04/06/2026
This recent grad from Spring, TX, led creative-video output for the Aggies' men's basketball team last season and has been producing video and creating ...
04/06/2026
For the first time at a women's golf major, every player in the field will r...
04/06/2026
Three Panasonic PT-RQ45 40,000-lumen 3-Chip DLP projectors made their first live...
04/06/2026
Bitmovin and Akamai have announced a collaboration with NRJ Group, a French mult...
04/06/2026
Telestream will exhibit at InfoComm 2026 (Booth N7952), demonstrating media work...
04/06/2026
Sony has announced the development of RIALTO 65, a 65mm format image sensor block for the VENICE 2 digital cinema camera, targeting release in the first half of...
04/06/2026
KOKUSAI DENKI Electric America will exhibit at InfoComm 2026 (Booth N8025, June ...
04/06/2026
Bell Media's TSN and RDS are the exclusive Canadian broadcasters of FIFA Wor...
04/06/2026
The Challenge: Receiving Heavy Media Files From Road Games Quickly and ReliablyT...
04/06/2026
MASV, a managed file transfer platform used in broadcast and live sports product...
04/06/2026
NESN has announced the appointment of Fahad Haider as Vice President of Operations and Engineering. Haider returns to NESN, where he previously served as Vice P...
04/06/2026
David J. Halberstam, who spent almost 50 years in sports as a broadcaster and an executive, died June 2 after a years-long battle with brain cancer.
Over his l...
04/06/2026
Although collegiate production programs are tasked with delivering high-quality ...
04/06/2026
California studio, two production trucks, global distribution system are combine...
04/06/2026
New global program empowers and supports storytellers through scriptwriting course and access to industry experts
TikTok and Sundance Institute today announce...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Bitmovin, a leading provider of video streaming infrastructure, and Akamai, the cybersecurity and cloud computing company that powers and protects business onli...
04/06/2026
American Underground (AU), the Startup Hub of the South and a community of mor...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/06/2026
NVIDIA and Microsoft Reinvent Windows PCs for the Age of Personal AI
Brie Clayton June 3, 2026
0 Comments
RTX Spark - a 1-Petaflop Superchip, the Full...
04/06/2026
Inside the Peaky Blinders: The Immortal Man Grade
Brie Clayton June 3, 2026
0 Comments
Simone Grattarola discusses shaping the look in DaVinci Resolve...
04/06/2026
Cine Gear Expo Announces 2026 Awards of Excellence Recipients
Brie Clayton June 3, 2026
0 Comments
Ed Lachman ASC, Caleb Deschanel ASC, and M. David M...
04/06/2026
St. Vincents Live with Orchestra Tour to Feature Berklee Alum Ruby Plume Berklee alumni St. Vincent and Ruby Plume will appear on the same bill across seven d...
04/06/2026
Back to All News
All the Truth in My Lies Coming to Netflix on August 28
Entertainment
04 June 2026
GlobalSpain
Link copied to clipboard
Download the imag...
04/06/2026
Back to All News
Larry Tanz, VP of Content, EMEA, Delivers a Keynote Speech at ...
04/06/2026
Back to All News
Turn Your Living Room into a Stadium With the New FIFA World ...
04/06/2026
Keeping conversations real on LinkedIn Published on Jun 4, 2026 Categories: Product News
LinkedIn Corporate Communications
Share
LinkedIn
Facebook ...
04/06/2026
June's forecast with GeForce NOW: 100% chance of gaming.
GeForce NOW is lining up new adventures for the month, from big-name blockbusters to quirky indies...
03/06/2026
SES and Viva, Mexico's ultra low-cost airline, have launched multi-orbit satellite inflight connectivity on Viva's Airbus aircraft. A total of 60 A320s ...
03/06/2026
The College Football Playoff, ESPN, and TNT Sports have announced kick times and...
03/06/2026
RED Digital Cinema will exhibit at Cine Gear Expo 2026 (Booth 33, June 5-6, Universal Studios Lot), hosting three panels and hands-on product demonstrations.
P...
03/06/2026
Roku has announced the Soccer Zone, a dedicated hub for FIFA World Cup 2026 content available across the United States, Canada, Mexico, Brazil, Colombia, Argent...
03/06/2026
Liverpool FC and Wasabi Technologies have announced a multi-year extension of their partnership, with Wasabi continuing as the club's official cloud storage...
03/06/2026
Grass Valley has announced that Australian News Channel (ANC), operator of Sky News Australia, has deployed Grass Valley AMPP as part of the relocation of its n...
03/06/2026
The Riedel Group has announced the appointment of Gudrun Scharler as CEO of Riedel Networks. She succeeds Michael Martens, who has led Riedel Networks since 201...
03/06/2026
Clear-Com has announced the deployment of its intercom solutions at Itaka Arena ...
03/06/2026
Scott Coker has announced six senior executive appointments for his new global MMA promotion, which launched earlier this year with $60 million in financing. Ad...
03/06/2026
Telemundo, the exclusive Spanish-language home of the FIFA World Cup 2026, has announced its digital and social media programming for the tournament, running Ju...
03/06/2026
The Bundesliga has announced the launch of Captain, an AI assistant built into t...
03/06/2026
Anthony James Partners (AJP) is serving as technology consultant for a moderniza...
03/06/2026
Audio-Technica has announced the recipients of its annual sales rep firm awards for the 2025-26 fiscal year. The awards were presented by Jim Schanz, Executive ...
SO.DA AND TWITTER'S DIGITAL VARIETY SERIES KRAFT PEANUT BUTTER TELEVISION #KRAFTPBTV REACHES OVER 4 MILLION CANADIANSShare on Social Media
