Canadian Ad Insider

Canadian pride matters now more than ever, and Canadians across the country have shown their pride in a big way: “Buy Canadian” sentiment still matters. Kruger Products' brands are here to match that enthusiasm in celebration of Canada Day—and build on the pride showcased in the “Made by Canadians for Canadians” campaign earlier this year—with a series of captivating ads and exclusive campaigns, showcasing their commitment and love of Canada.

“Soft, strong, and Canadian all over,” the Cashmere Bathroom Tissue logo has long stood for softness and strength. But it’s another symbol on the pack that stands for something more. In a new ad, Cashmere is stamped with a specially made maple leaf seal to highlight its core qualities, reminding consumers that the #1 Bathroom Tissue in Canada delivers the Canadian strength they rely on, wrapped in the softness they love. The ad will run across social, digital and streaming channels. The brand is also creating a soft, strong and Canadian all over giftbox featuring Cashmere bathroom tissue and a custom crafted "made in Canada seal" to emboss your own roll. The giftboxes will be shared with Canadian media, influencers and contested out to consumers through influencer channels. 

“Stronger than the grizzly-est grizzly bear,” and “Softer than Whistler pow”, Western Canada’s #1 Bathroom Tissue, Purex, is running a campaign on YouTube, social and DOOH playfully highlighting how Purex is made by Canadians for Canadians. Highlighting the bigness of the brand’s softness and strength, the ads specifically honour the Western Canadian roots of Purex.  

As part of the campaign, Kruger Products is launching the #OnlyInCanada contest, now until Aug. 31. With big programs at retail, the grand prize is a $10,000 Canadian vacation, especially enticing as more Canadians look to travel domestically this year. The contest also features secondary prizing worth $500,000, including $600 Kruger Products for a Year, $650 BBQs, $250 Groceries Gift Cards, and more.  

Building off the popular ad campaign in which a single SpongeTowels sheet drains an entire swimming pool, the brand is on a mission to demonstrate its ultra-absorby and ultra-Canadian qualities.  

In new partnerships with Canadian VFX creators, the brand has produced playful ads as part of a multi-channel campaign on social media showcasing all the “spills” SpongeTowels, the #1 Canadian-Made paper towel, can absorb, from maple syrup to Niagara Falls itself. 

The campaign leveraged several channels including social, broadcast, OLV, DOOH and in store (for Only in Canada), and public relations support from North Strategic.

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