Kruger Products launches “Kruger Big Assist – Parent Assist” campaign in Canada

Kruger Products, a Canadian manufacturer of tissue products and brands such as Cashmere, Purex, Scotties’, SpongeTowels and Bonterra, has launched a new creative campaign in Canada under the concept “Kruger Big Assist – Parent Assist”, developed in collaboration with TBWA Canada.

Inspired by real-life stories and experiences of parents involved in youth hockey, the campaign focuses on the small, everyday moments that play a critical role in helping young athletes stay in the sport. Early mornings, unexpected setbacks, quiet support and constant behind-the-scenes effort are central themes of the initiative.

The creative concept is built around the idea that, in hockey and in life, every goal starts with an assist. From this perspective, the campaign seeks to shift the conversation beyond peak performance, emphasizing participation, access and the daily support provided by families and local communities.

Visually, the campaign embraces the authentic atmosphere of Canada’s community hockey arenas and the demanding pace of a hockey season for families, avoiding a polished or idealized aesthetic. The soundtrack features a powerful rendition of “We Will Rock You” performed by children, underscoring the logistical, financial and emotional impact of supporting youth hockey players.

 

The campaign includes 60- and 30-second advertisements, which premiered during the opening ceremony broadcast on CBC and will air nationally throughout hockey programming. The integrated media plan spans linear TV, connected TV, digital platforms, social media and online video.

As part of the initiative, Kruger Products also announced its sponsorship of CBC’s broadcast of the Milano Cortina 2026 Winter Olympic Games. In this context, the company will air a special “Big Assist” content series featuring 12 iconic Canadian hockey figures, highlighting the people who supported them throughout their athletic journeys.

Since its launch in 2020, the Kruger Big Assist program has donated more than CAD 1 million to support minor hockey associations across Canada, benefiting over 50 organizations and helping more than 1,500 families overcome financial barriers to participation.