A peanut butter campaign that focusses on peanut allergies. Not something you see everyday. And why did we create a Kraft Peanut Butter brand campaign for people who can't even eat the product? Because a jar of KPB costs $5 and the life-saving Epipens Canadians are forced to buy to protect themselves against the nearly 500 peanuts inside that jar costs $120. We tackled access and affordability head on by refunding Canadians the cost of their epipens so they cost no more than a $5 jar of peanut butter.

Agency: Rethink