TORONTO — Kraft Peanut Butter has introduced Welcome Home Jars — a custom line of limited-edition Kraft Peanut Butter jars created to extend support to new Canadians. Developed in partnership with leading language-learning app, Duolingo, Welcome Home Jars are designed with labels translated into five of the most commonly spoken languages by Canada’s newcomers, including simplified Chinese, Hindi, Tagalog, Arabic and Spanish. Each jar provides a link to Duolingo language classes, a 30-day subscription to Super Duolingo and immigration assistance resources.
Coming off the heels of a record-breaking year for immigration, Canada has set an unprecedented target of welcoming 465,000 newcomers in 2023 alone. This is part of the Government of Canada’s commitment to welcome nearly 1.5 million immigrants over the next three years. With the help of super fan Nav Bhatia, who is highly recognized and respected for welcoming Canadian newcomers, Kraft Peanut Butter wants to ease this transition by ensuring these individuals feel welcome as they navigate language barriers in their new homes.
“Moving to a new country can be intimidating, and tasks like grocery shopping can feel like unfamiliar territory,” says Simon Wong, associate director of Marketing, Spreads & Slices at Kraft Heinz. “For more than 60 years, Kraft Peanut Butter has brought Canadians comfort, and through Welcome Home Jars, we hope to deepen our commitment to nourishing connections by welcoming newcomers to Canada in a familiar way. We want to help these individuals feel welcome and supported during their transition, and we hope Welcome Home Jars will be a small but meaningful gesture.”
“If anybody knows the trials and tribulations of being a newcomer to Canada it is me,” says Bhatia. “The excitement of being in this beautiful country as an immigrant is still met with many challenges including language, which is often a very difficult barrier to overcome. This is why I am so excited to partner with Kraft Peanut Butter and help spread awareness around Welcome Home Jars to new Canadian immigrants, so they can feel connected to the brand’s community and use the resources available at Duolingo to help address the language barrier.”
