Now this is thinking outside the jar.

Kraft Heinz and SkipTheDishes today announced a new campaign that will see the companies partner to ensure that no empty peanut butter jar goes unfilled.

According to an announcement, Kraft utilized AI technology to come up with a way for consumers to use their phones to scan the scrapings left in the bottom of an almost-empty jar of peanut butter.

Spying their meager PB rations, consumers first visit KraftQjaRCodes.ca and then use their phone cameras to capture the unique pattern that peanut butter leaves in the bottom of the container. AI is then called up to recognize the signs of an empty jar and prompts the hungry user to order a free jar of peanut butter to be delivered by SkipTheDishes’ Skip Express Lane service.

It will be promoted to Canadians though a paid media campaign that includes social, digital and OOH placements. It starts today and will run for a month, with 750 free jars available per week to Canadians.

The campaign’s media strategy was handled by Carat, with The Kitchen on social and Middle Child leading PR and influencer.

“Part of our mission is to connect with peanut butter enthusiasts in culturally relevant ways – such as bridging the gap between food and technology,” said Stephanie Goyette, head of marketing and strategy at Kraft Heinz, in a release. “Our latest campaign is a prime example of a convenient, consumer-first innovation disrupting the way Canadians replenish their spreads.”

The campaign was developed by Kraft Peanut Butter’s creative AOR, Rethink.