Kraft Peanut Butter is an iconic brand most familiar with the North American culture. Who doesn’t immediately think of Kraft Peanut Butter when making a classic PB&J? But all families are unique and Canada is a multi-cultural country. Kraft PB has struggled to become popular amongst BIPOC and other diverse communities. We need a campaign that invites new Canadians and those from ethnically diverse backgrounds to add Kraft PB to their shopping list and make it part of their world, too.