Kraft Peanut Butter is Canada’s favorite peanut butter. Instantly recognizable and beloved by Canadians of all ages, it’s a brand with huge cache. When we approached designing for a new hazelnut spread with cocoa that boasts a delicious flavor, low in saturated fat and no palm oil, we knew it needed to cash in on Kraft’s mega-power brand – while still making a statement of its own.
The package needed to instantly grab the eye and make an impression – but it also needed to clearly communicate the product has no palm oil and is low in saturated fat, a key point of difference from the competition. With these goals in mind, we set about designing a package that could help Kraft Hazelnut Spread shake up the category.