Kraft Peanut Butter Makes Bye Bye Debut with Nostalgic Québec Twist

​Kraft Peanut Butter has launched a Québec campaign as part of the Bye Bye de la pub 2025 advertising competition. Developed by LG2, As-Tu Du Beurre De Pinotte marks the brand’s and Kraft Heinz Canada’s first participation in the Bye Bye ecosystem. The campaign draws on a well-known cultural reference from the 1980s and uses a role reversal between generations as its central creative device.

True to the humour of the Bye Bye ecosystem, the spot features an irresistible catchy tune and invites Québec audiences into a shared moment of recognition—one where, for once, it’s the older generation that gets the reference. The result is a warm, unifying piece of storytelling that brings generations together around a shared love of Kraft Peanut Butter.

For its Bye Bye debut, Kraft Peanut Butter set out to position its peanut butter as not only a pantry staple, but also as a product woven into everyday family life. By reviving a true 1980s cultural reference—the novelty hit As-tu du feu? by the band Bill (1981)—the campaign creates an immediate sense of familiarity, even for those who can’t quite place it. The humour-driven execution embraces cultural specificity without overexplaining the reference, allowing the spot to feel authentic, inclusive and distinctly Québecois. It sparks nostalgia for those who recognise the reference and intrigue for those who don’t, while the generational reversal adds emotional warmth and reinforces Kraft Peanut Butter’s enduring role in family life.

The campaign will air across Radio-Canada platforms as part of the Bye Bye de la pub 2025 competition and is supported by an integrated media strategy designed to maximise engagement around the New Year’s Eve broadcast on SRC. The plan includes digital placements on Radio-Canada platforms, out-of-home advertising, a dedicated microsite, META and TikTok activations, premium placements on La Presse+, in-store activations at IGA, Maxi, Super C and Walmart, as well as collaborations with influencers and content creators.

Prepared in Montréal at the Mount Royal plant, Kraft Peanut Butter’s local production reinforces its long-standing connection to Québec. The campaign follows Made in Québec initiatives and a recent donation to Sainte-Justine, highlighting the brand’s continued investment in the community. Adding a final layer of authenticity, members of the band Bill appear as background extras in the spot—a subtle nod that rewards attentive viewers.

"As a brand that proudly makes it products here in Quebec, we are excited for the first-time ever, to be a part of one of the community's most beloved cultural moments of the year. Bye Bye is all about delivering an authentic message, and we are thrilled to partner with a local Quebec artist to create something truly unforgettable," commented Simon Laroche, president, Kraft Heinz Canada. "We hope that this moment reminds Quebecers of the special place Kraft Peanut Butter has in their homes and the deep commitment we have to the province, all while putting a smile on their face."

“For our first collaboration with Kraft Peanut Butter, we wanted to tap into Québec culture and reaffirm the deep bond between Kraft Peanut Butter—with its little teddy bears—and everyday life here at home. By invoking a classic ’80s song reference—whether people recognise it or not—it felt like a completely natural pairing. Knowing that the band Bill was on board with the idea truly delighted us,” said Alex Bernier, executive creative direction, LG2.