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A sampling program was off the table for Kraft Peanut Butter, so we came up with the idea of the Kraft Peanut Butter Hug Tour: the opportunity to hug iconic bears for charity. Since the campaign launched a decade ago and continues today, it was an idea with staying power.
Project Components
Creative Direction
Art Direction
Website Design
Brand Guidelines
Print Design
Industry
Consumer Package Goods – Experiential
Agency
Maclaren McCann
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