Kruger Products Highlights Canadian Roots in New Ad Campaigns
Kruger Products has launched new campaigns and a contest ahead of Canada Day on July 1.
Earlier this year, the manufacturer of household brands such as Purex, Scotties, Bonterra and Cashmere unveiled its "Made by Canadians for Canadians" campaign, which merged humor and national pride as U.S.-Canada trade tensions simmered. The efforts dovetail with the "Buy Canadian" movement, which remains strong.
Kruger’s latest efforts build on that campaign, with a #OnlyInCanada contest and ad spots.
The contest runs June 1 to Aug. 31. Customers can enter by buying qualifying Kruger products and uploading their receipts at MyKrugerProducts.ca. The grand prize is a vacation worth 10,000 Canadian dollars. That drawing will be held Sept. 3.
An additional CA$500,000 in secondary prizing is also available, including a year’s worth of Kruger products (worth CA$600), barbecues and grocery gift cards. People also can enter for a chance to instantly win a CA$25 grocery gift card, with no purchase required.
Kruger’s newest ad touts its Cashmere brand, featuring a specially made maple leaf seal. The spots are running across social, digital and streaming platforms.
Also read: Michael J. Fox Voices Real Canadian Superstore's Newest Ads
Cashmere also has created a gift box featuring its bathroom tissue and a custom-created "made in Canada" seal, which lets customers emboss their own roll. The gift boxes are being shared with Canadian media, influencers and with consumers, via influencer channels.
On the West Coast, Purex bathroom tissue is running a playful campaign focusing on its softness and strength, comparing the product both to a grizzly bear and the powder-like snow at the Whistler ski resort in British Columbia. That campaign is running on YouTube, social media and DOOH.
Building off a popular ad campaign in which a single Sponge Towels sheet drains a swimming pool, the brand is also showing its ultra-absorbent and "ultra-Canadian" qualities. The brand has teamed with Canadian VFX creators to produce spots highlighting all the spills the product can absorb, from maple syrup to Niagara Falls. The multi-channel campaign is running on social media.
