Kruger Products scores a ‘Parent Assist’ with new Olympic ads

Kruger Products, a sponsor of CBC’s broadcast of the Olympic Winter Games Milano Cortina 2026, is launching 30-second and 60-second television commercials Friday night during coverage of the opening ceremony.

In alignment with its Big Assist program that helps support youth hockey, the campaign—titled "The Kruger Big Assist 'The Parent Assist' ”—shares the stories and lived experiences of Canadian hockey parents, highlighting small but important moments: early mornings and ongoing encouragement.

In addition to the two television commercials, Kruger is launching "The Big Assist” content series on CBC that will feature 12 Canadian hockey icons and spotlights the men and women players representing Team Canada and some of the people who have helped them along the way.

“While the profiles are a window into their character, drive and personality, they also emphasize the importance of offering people a helping hand when they need it most. It’s a testament to our values at Kruger Products and the impact of the Kruger Big Assist," said  Susan Irving, chief marketing officer, Kruger Products., in a press release.

Watch the 60-second "Parent Assist" commercial below!