Kraft Peanut Butter // Him, Hers, Them and Theirs

Kraft Peanut Butter dominates market share in Canada, so they made it in their mission to be more than just peanut butter and help Canadians stick together. This altruistic platform allowed us to touch on a serious subject that many advertisers are afraid to talk about – transgender rights & proper pronoun use. We partnered with transgender Author & activist, Nick North, who helped write a book that educated parents and children on proper pronoun use.