Kraft Heinz Canada has teamed up with Rethink to showcase the brand’s products as staples in Canadian homes.

The campaign, which kicked off on June 30, includes a major investment in OOH, with most of the media budget allocated to static and digital displays at Toronto transit stations, vertical billboards at major TTC hubs and digital walls at Dundas Station, as well as a large-format billboard at Kraft Heinz’s Mount Royal facility in Montreal that highlights the brand’s local presence.

Media was handled by Carat, while the brand’s inside agency The Kitchen was in charge of social.

The campaign’s creative depicts the Kraft crew knocking on doors in Canadian homes and demonstrating that Kraft products are in everyone’s kitchens. Using high-res photography, the brand said it aims to capture “the imperfections and unique personality of each space, because no two pantries or fridges are the same.”

The media plan also includes targeted advertising on Meta and Pinterest, with a combination of static and online video formats showing familiar household scenes, as well as ads on YouTube and on CBC. A partnership with platform Teads highlights Kraft’s products through static digital media.

Brian Neumann, head of brand and creativity at Kraft Heinz Canada, said that the media plan’s goal is to underline the “made by Canadians, for Canadians” tagline and show Kraft’s long-standing presence in real kitchens to connect more authentically with its target demographic.

He pointed out that, unlike previous campaigns, which concentrated on Kraft’s facilities and workers, this new initiative focuses on customers and Kraft’s role in their everyday lives. The effort is part of the new “Made With” strategy, which focuses on giving the brand a more human touch by celebrating the Canadian stories behind its products.

“The work showcases a variety of our beloved Kraft products, such as Kraft Peanut Butter, KD, Kraft Singles and Kraft Salad Dressings, while reinforcing our place in the cultural fabric of Canada,” he said.