Kraft Peanut Butter rallies Canadians to collect 100,000 hugs in support of SickKids

For every use of #KraftBearHugs from May 31st – June 4th, the brand will donate $1 to SickKids*

TORONTO, May 31, 2018 /CNW/ - Kraft Peanut Butter is rallying Canadians to collect 100,000 bear hugs with the aim of raising $100,000 in support of The Hospital for Sick Children (SickKids) through a new social media-driven campaign. For one week between May 31^st – June 4^th, the brand is donating $1* to SickKids Foundation every time they tag a friend in the #KraftBearHugs video on Instagram and Facebook and for every use of #KraftBearHugs on Twitter.

"The brand's iconic Crunchy and Smoothie bears have been a fixture in Canadian homes for generations, putting the brand in a unique position to bring Canadians together through the power of a bear hug to make a difference," said Carlos Piani, President of Kraft Heinz Canada. "We have been incredibly proud to support the great work of SickKids over the years and hope Canadians can participate in this fun program that will help us donate $100,000 to SickKids Foundation."

"Partners like Kraft help to support many of our incredible research programs," said Seanna Millar, SVP of Corporate and Community Partnerships, SickKids Foundation. "This program is part of Kraft's initiative to support our Food Allergy and Anaphylaxis program and the mission to find a cure within the next decade."

How can Canadians get involved? Tag a friend on the Instagram or Facebook video and use #KraftBearHugs on Twitter now through June 4^th.

*Up to a maximum donation of $100,000

About the Kraft Heinz Company
The Kraft Heinz Company (NASDAQ:KHC) is the fifth largest food and beverage company in the world – a result of the merger between Kraft Foods Group and H.J. Heinz Company.  A globally trusted producer of delicious food, Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions. Kraft Heinz Canada, composed of its portfolio of iconic brands including Kraft, Heinz, Cracker Barrel, Classico, Philadelphia, Renée's Gourmet, Maxwell House and Nabob is the #1 food and beverage and the #1 foodservice company in the country and our products our found in more than 90% of Canadian households. Kraft Heinz is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit www.kraftheinzcompany.com.

SOURCE Kraft Heinz Canada

Media Contact - Ethan Gans, The Colony Project, [email protected], 647.990.1085