Kraft Peanut Butter

How do you keep a household staple fresh for two years? You lean into the lore. My role involved overseeing the social evolution of Kraft Peanut Butter, which included the delicate task of managing the bearsonalities of the brand’s iconic mascots. By balancing nostalgia with high-velocity vertical video, we created unique posts that resonated deeply with the Canadian market.

3. 1M

views across platforms

120+

jars of peanut butter

bears

The Bearsonalities

The development of the boys' personalities was crucial to the social strategy. How to make them act, to script them, and even how
to play them in the mascot costumes hinged on having a comprehensive understanding of their bearsonailties.

Smoothy is a sarcastic "old soul" who rejects whimsy for efficiency and control. Despite being the younger bear, his no-nonsense attitude and sharp wit make him the duo’s level-headed caretaker and anchor.

Intellectual Loner: He prioritizes solitude and strategic depth, finding peace in the calculated precision of chess rather than social chaos.
Ambitious Leader: A driven visionary focused on "more than bear" status, he acts as a decisive authority who keeps Crunchy’s unpredictability in check.

Crunchy is a high-energy, impulsive "happy-go-lucky" bear who masks emotional depth with comedy and pranks. He prioritizes happiness and validation, balancing chaotic spontaneity with a deep, loyal reliance on Smoothy as his anchor.

Chaotic Spontaneity: Thrives on unpredictable energy and high-speed thrills, often acting on a whim to find joy at any cost.
Loyal Seeker: Deeply values non-judgment and loyalty, viewing Smoothy as his vital rock while constantly craving his approval.

Play With Your Food

Before the launch of the Super Mario Movie, we concepted an idea about the bears playing their own 8-bit-inspired video game. Realizing that creating a real video game might actually be better than doing an animation, and with my ADHD flairing up, Crunchy's Jar Rush was created.