Kruger products launches new Canadiana campaigns

Kruger Products is launching a contest and new campaigns in celebration of Canada Day.

Building on its “Made by Canadians for Canadians” campaign from earlier this year, the company is tapping into consumers’ surging national pride with its latest Canadiana marketing efforts.

The #OnlyInCanada contest, running until August 31, will see one lucky shopper win a $10,000 Canadian vacation.  The contest also features secondary prizing worth $500,000, including $600 Kruger Products for a Year, $650 BBQs, $250 Groceries Gift Cards and more.

Elsewhere, in a new ad, Kruger’s Cashmere brand is stamped with a specially made maple leaf seal. The ad will run across social, digital and streaming channels. 

Cashmere is also creating a “soft, strong, and Canadian all over” giftbox featuring its bathroom tissue and a custom-crafted "made in Canada seal," so consumers can emboss their own roll.

Giftboxes will be shared with Canadian media, influencers and contested out to consumers through influencer channels. 

And on the west coast, Purex bathroom tissue is running a campaign playfully highlighting its softness and strength by comparing it to a grizzly bear and the powder-like Whistler snow. The campaign is running on YouTube, social and DOOH.

Lastly, building off the popular ad campaign in which a single SpongeTowels sheet drains an entire swimming pool, the brand is demonstrating its ultra-absorbent and “ultra-Canadian” qualities. 

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

“With these new multi-channel campaigns, we’re paying tribute to the softness, strength, and made-in-Canada quality behind all of our brands, as we come together to celebrate this Canada Day,” Susan Irving, CMO of Kruger Products, Susan Irving, said in a press release.