Kraft
Kraft used Pinterest Predicts trends to inspire Canadian holiday hosts both online and in-store.
Goal
Holiday gatherings are supposed to be occasions to celebrate, but they can also be stressful for hosts. Kraft understands the pressure to create impressive dishes quickly and easily. With a portfolio of beloved kitchen staples—from Philadelphia Cream Cheese to Kraft Peanut Butter—the company knows that its products can turn holiday hosting from stressful to successful.
With Christmas around the corner, Kraft wanted fresh ways to reach both experienced and rookie hosts. They needed to connect with people during the planning phase and give them recipe ideas they would actually use. Pinterest was the perfect fit—it's where Canadians already look for inspiration and practical planning tips, making it the ideal place to influence holiday tables across the country.
Strategy
Kraft built a strategy that bridged the gap between online browsing and in-store shopping. They tapped into Pinterest Predicts—the platform's annual trend forecast. The team was inspired by 2024 trends like "Tropic Like It's Hot," "Melty Mashups," and "Kitschens," using them to craft holiday recipes that would grab the attention of Pinterest's trend-savvy users. They also sponsored trending keywords like 'holiday desserts' and 'easy holiday treats' as part of the Moments trend badge program.
The team optimized their targeting approach using Performance+, starting with a broad reach to all Canadians 18+ interested in Food & Drink, then refining for cost efficiency.
In stores, they set up eye-catching "Pinterest to Plate" displays across Canadian retailers. These showcased Kraft products alongside QR codes that took shoppers straight to a Pinterest board full of holiday recipes. This connection between online inspiration and in-store shopping made it super easy for people to spot a recipe online and grab the ingredients right then and there.
"
Pinterest gave us unique insights into what Canadian hosts were searching for this holiday season. By bringing these trends to life both online and in stores with our 'Pinterest to Plate' concept, we connected with consumers at multiple touch points in their holiday planning journey."
Jeanette D'Souza
Associate Director - Omni Growth
Results
The brand’s efforts paid off—the campaign achieved a CPM 26% stronger than the Canadian category benchmark, even when competition for ad space heated up closer to the holidays.1
People engaged with the content at rates 58% above normal benchmarks, showing that the trend-inspired recipes really connected with Canadian hosts.1 The UGC content for Philadelphia Cream Cheese was a standout success, outperforming benchmarks for CPC campaigns by an impressive 2.1x, with engagement rates that blew past category standards.1 This told the team that Pinners truly valued seeing real, doable holiday recipes featuring familiar Kraft products they could easily add to their shopping lists.
26%
Stronger CPM vs Canadian category benchmark during holiday season1
58%
Higher engagement rate compared to benchmarks1
2.1x
Better CPC than benchmark for creator content for Philadelphia Cream Cheese1
Explore Related Resources
Pinterest Trends
Understanding what consumers are searching for can inspire your next campaign. Discover trending searches in your category with Pinterest Trends.
Pinterest Performance+
Pinterest Performance+ helped Kraft Heinz optimize their campaign efficiency, allowing them to reach their target audience while maintaining strong performance metrics throughout the competitive holiday season.