Always-on social

Kraft Peanut Butter

The Bearsonalities

Client: Kraft Peanut Butter
Role: Social lead, mascot development, strategy, talent, puppetry
Agency: The Kitchen North America (SALT XC x Kraft Heinz)

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.

3.1Mviews

120jars of peanut butter

2bears

The Bearsonalities

Smoothy

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: 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, a decisive authority who keeps Crunchy's unpredictability in check.

Crunchy

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, Crunchy's Jar Rush was created.