Kruger goes wide with Big Assist ad campaign

The company is encouraging Canadians to nominate a minor hockey association for their chance to receive $100,000.

Kruger is launching the fifth year of its “Kruger Big Assist” campaign, partnering with top Canadian hockey players as brand ambassadors and including its sub-brands as part of a toque redemption offer.

This year’s program will include promotion across various channels, including in-store activation, digital platforms, social media, influencer partnerships, earned media, broadcast integrations on Bell and TVA networks and via the Kruger Big Assist microsite.

From now untilĀ Feb. 10, 2025, Kruger is encouraging Canadians to nominate minor field hockey associations for a chance to receive funds. Five associations will receive $25,000, and one will receive an additional $75,000 for a total of up to $100,000.

Program ambassadors include Macklin Celebrini, first overall 2024 NHL Draft Pick; Nazem Kadri, Stanley Cup Champion; Marie-Philip Poulin, four-time Olympic medalist and three-time world champion; Natalie Spooner, three-time Olympic medalist and world champion; and Hayley Wickenheiser, five-time Olympic medalist and Hockey Hall of Famer.

Susan Irving, CMO of Kruger Products, tells MiC that this year, the campaign takes on a new dimension through these five athlete ambassadors. “Each ambassador brings their unique hockey journey, personal experiences, and dedication to fostering inclusivity and accessibility. Together, they aim to inspire the next generation of players to embody the spirit of the assist,” she says.

For the first time, Canadians can also receive a limited-edition Kruger Big Assist toque by purchasing a specially marked package of Cashmere, Purex, Scotties, SpongeTowels, or Bonterra product and uploading their receipt to redeem their prize. Proceeds from each pack sold go toward the Kruger Big Assist donation to winning communities.

Agencies supporting this year’s campaign are Wavemaker for media, Optimum Graphiques for creative, Group M for strategy, North Strategic for PR and influencer, VML for consumer journey, and Salt XC for in-store marketing.