As part of the Bye Bye de la pub 2025, Kraft Peanut Butter has unveiled its first-ever campaign within the Bye Bye ecosystem. Developed by Montréal-based agency LG2, As-Tu Du Beurre De Pinotte leverages cultural nostalgia and a clever generational role reversal to deliver a warm, unifying brand moment.
Rooted in the humour and shared references that define Bye Bye, the spot features a catchy, instantly memorable tune and invites Québec audiences into a collective moment of recognition. This time, it is the older generation that holds the cultural reference, flipping expectations and reinforcing intergenerational connection around a product deeply embedded in everyday life.
Turning nostalgia into a powerful branding tool
With this campaign, Kraft Peanut Butter aims to position itself as more than a pantry staple. The brand presents itself as a constant presence in family routines and shared moments. The creative idea draws inspiration from As-Tu Du Feu?, a 1981 novelty hit by the Québec band Bill, reimagined here as As-Tu Du Beurre De Pinotte.
Rather than overexplaining the reference, the execution embraces cultural specificity, allowing the campaign to feel authentic and distinctly Québecois. Those who recognise the song experience a wave of nostalgia, while younger audiences are intrigued by a reference they sense but cannot fully place. This dual reading strengthens emotional engagement and reinforces Kraft Peanut Butter’s long-standing role in family life.
A fully integrated, digital-first media strategy
The campaign will air across Radio-Canada platforms as part of the Bye Bye de la pub 2025 competition, supported by an integrated media plan designed to maximise reach and engagement around the New Year’s Eve broadcast on SRC.
The rollout includes digital placements across Radio-Canada properties, out-of-home advertising, a dedicated microsite, and social activations on Meta and TikTok. Premium placements on La Presse+, in-store activations at IGA, Maxi, Super C and Walmart, as well as collaborations with influencers and content creators, complete a robust omnichannel ecosystem. This approach reflects a modern marketing mindset in which cultural relevance, digital amplification and physical touchpoints work together to drive impact.
Reinforcing local roots and brand credibility
Produced in Montréal at the Mount Royal plant, Kraft Peanut Butter’s local manufacturing footprint adds another layer of authenticity to the campaign. This positioning aligns with the brand’s Made in Québec initiatives and a recent donation to Sainte-Justine Hospital, underlining its sustained commitment to the local community.
As a final nod to attentive viewers, members of the band Bill appear as background extras in the spot. This subtle detail rewards cultural literacy and further strengthens the brand’s connection to Québec heritage.
A marketing lesson in cultural storytelling
For Simon Laroche, president of Kraft Heinz Canada, the campaign represents a meaningful milestone: joining one of Québec’s most beloved cultural moments with an authentic, locally rooted message. From LG2’s perspective, the collaboration demonstrates how tapping into shared cultural memory can deepen emotional resonance while keeping the brand firmly anchored in contemporary media habits.
With As-Tu Du Beurre De Pinotte, Kraft Peanut Butter illustrates how cultural insight, emotional storytelling and a strong digital strategy can transform a seasonal campaign into a lasting brand moment—one that connects generations while reinforcing relevance in a fragmented media landscape.
