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Kraft begins Bear Hugs campaign

Kraft Heinz Canada has begun a social media campaign called "Kraft Bear Hugs" in the name of its Kraft Peanut Butter brand. From May 31 to June 4, the company will donate one dollar the the Hospital for Sick Children Foundation for each time a consumer uses the campaign's hashtag on Twitter or tags its online video on Instagram or Facebook. The initiative aims to raise $100,000 for the foundation.

"The brand's iconic Crunchy and Smoothie bears have been a fixture in Canadian homes for generations, putting the brand in a unique position to bring Canadians together through the power of a bear hug to make a difference," said Carlos Piani, president of Kraft Heinz Canada. "We have been incredibly proud to support the great work of SickKids over the years and hope Canadians can participate in this fun program that will help us donate $100,000 to SickKids Foundation."

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