Every year, over 500,000 immigrants make Canada their new home.

But of those newcomers, 1 in 20 struggle with Canada’s official languages.

So how do you smooth the transition to a new country?

Kraft Peanut Butter set out to give newcomers to Canada their first taste of their new home, in their first language.

Each jar was outfitted with a custom welcome message, in the most spoken languages of newcomers to Canada.

In addition to welcoming messages, we partnered with the world’s largest language learning app, Duolingo, to offer customized lessons about Canada and Canadian dialect.

The jars were launched through an integrated, 360 campaign that included social, OLV, micro-influencers, and even an airport display that targeted messages to newcomers as their planes landed.