TORONTO — Corus Entertainment announced yesterday the Twitter Original series Kraft Peanut Butter Television produced by its social digital agency so.da has now reached more than four million Canadians.
The series has also generated over 55 million impressions with almost half a million engagements watching #KraftPBTV to date, according to Twitter internal data.
“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 for Corus, in a press release.
“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.”
Hosted by ET Canada’s Carlos Bustamante, #KraftPBTV features the peanut butter brand’s bears Crunchy and Smoothie (shown above) in five short-form episodes “ranging from the timeless crunchy vs. smooth debate to blind dates and cookies for breakfast,” the release says.
“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),” the release explains.
Episodes of #KraftPBTV continue to be available on Twitter and the Global TV App.
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Image supplied by Corus Entertainment.
