Kraft Peanut Butter brings Canadians to Tokyo virtually, sending cheers directly to athletes' ears Français
Digital-first custom playlists send cheers 8,000 KM to Tokyo, bringing the sound of Canadians to support Team Canada
TORONTO, July 19, 2021 /CNW/ - The Tokyo 2020 Olympic Games are going to be unlike any other, especially with spectators being prohibited from cheering in the stadium. For Team Canada, competing without the roar from fans will be a whole new world, as they traditionally feed off the crowd to help push them to victory. That's why for this year's Olympics, Kraft Peanut Butter (KPB) is giving Canadians a virtual way to go to Tokyo and support Team Canada by putting heartfelt cheers directly in athletes' ears, with its "Your Cheers. Their Ears" campaign.
As a proud partner and the official peanut butter of the Canadian Olympic Team, Kraft Peanut Butter is embarking on a digital-first experience, creating custom playlists featuring the roaring cheers from thousands of Canadians. For fans, Kraft Peanut Butter is giving Canadians cheering from home a direct line to our athletes at the Olympics for the first time, helping everyone stick together throughout the Games. To help champion Canadians' cheers, Kraft Peanut Butter has teamed up with three-time Olympic medalist, diver Meaghan Benfeito, as well as beloved Canadian World Champion Beach Volleyball duo Sarah Pavan and Melissa Humana-Paredes, as they go for gold in Tokyo.
"This year the Olympics are going to feel different for everyone, especially the athletes, but feeling a sense of togetherness shouldn't have to change. As an iconic Canadian favourite that has been feeding Canadians with our peanut butter and driving a sense of home for more than 60 years, we knew we had an opportunity to bring Canadians and Team Canada athletes together in a new way," says Daniel Gotlib, Associate Director, Brand Building & Innovation, Kraft Heinz Canada. "Through our custom Stick Together playlists, we're pumping Team Canada athletes up, powering them with the support from fans at home. We hope Canadians will join us by sending their cheers to help give Meaghan, Sarah, Melissa and the rest of Team Canada the boost they need to help bring home gold."
From July 14 until August 10, Canadians can visit www.sticktogether.ca and record their cheers for Meaghan, Sarah and Melissa or all of Team Canada. All cheers will be sent directly to athletes' ears. It can be a chant, thunderous applause or just enthusiastic cheers.
"There is an energy that runs through the stadium and the athletes as we perform in front of cheering fans. This energy can sometimes mean the difference between reaching the podium and going home empty-handed, but it is a part of the experience that makes the Olympic Games so special. I'm so proud to work with Kraft Peanut Butter to help bring the cheers of Canadians back to Team Canada," says Meaghan Benfeito, who won a bronze medal in London in 2012 and two more in Rio in 2016 in diving. "Whether you send cheers to me or my fellow Team Canada athletes, know they will help ensure we all feel the love and comfort of home."
Want to feel like a Team Canada athlete? Listen to the playlists for Meaghan, Melissa and Sarah, as well as one for all for Team Canada at StickTogether.ca. Kraft Peanut Butter will be updating the playlists every week with new cheers from fans to help power the athletes through all their events.
"We love the feeling of playing in front of our fans and as excited as we are to represent the country, it won't be the same without seeing Canadians proudly waving flags from the sidelines. So, we were thrilled when Kraft Peanut Butter told us their plan to put Canadians' cheers right into our ears," said Canadian World Champion Beach Volleyball duo Sarah Pavan and Melissa Humana-Paredes. "It means the world to us to know that as we push ourselves to bring home gold, the rest of Canada is cheering us on."
About Kraft Heinz Canada
Kraft Heinz Canada is the country's largest food and beverage company and is a subsidiary of Kraft Heinz (NASDAQ: KHC). Kraft Heinz Canada provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. Kraft Heinz Canada products are found in more than 97 per cent of Canadian households. The Company's iconic brands include Kraft Peanut Butter, KD, Classico. Kraft Heinz Canada is dedicated to the sustainable health of our people, our planet and our Company. For more information, please visit www.kraftheinzcompany.com.
SOURCE Kraft Heinz Canada
Emily Kett, [email protected]
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