Kraft
Kraft used Pinterest Predicts trends to inspire Canadian festive celebration hosts both online and in shops.
Goal
Festive 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 festive 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 that 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 tables for festive celebrations across the country.
Strategy
Kraft built a strategy that bridged the gap between online browsing and in-person shopping. They tapped into Pinterest Predicts—the platform’s annual trend forecast. The team was inspired by 2024 trends such as ‘Tropic Like It’s Hot’, ‘Melty Mashups’ and ‘Kitschens’, using them to craft festive recipes that would grab the attention of Pinterest’s trend-savvy users. They also sponsored trending keywords such as ‘festive desserts’ and ‘easy festive treats’ as part of the Moments Trend Badge programme.
The team optimised their targeting approach using Performance+, starting with a broad reach to all Canadians aged 18+ with an interest in food and drinks, then refining for cost efficiency.
In shops, 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 festive recipes. This connection between online inspiration and in-person shopping made it super easy for people to spot a recipe online and grab the ingredients right then and there.
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‘Pinterest gave us unique insights into what Canadian hosts were searching for this festive season. By bringing these trends to life both online and in shops with our “Pinterest to Plate” concept, we connected with consumers at multiple touch points in their festive 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 festive season.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 festive recipes featuring familiar Kraft products that they could easily add to their shopping lists.
26%
stronger CPM vs Canadian category benchmark during festive 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 to optimise their campaign efficiency, allowing them to reach their target audience while maintaining strong performance metrics throughout the competitive festive season.