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Royale celebrates its Canadian roots with a campaign that highlights the people behind the brand
The first campaign created by Leo Toronto focuses on how the company’s employees strengthen its connection with communities across the country
Royale, a well-known Canadian brand recognized for its bath tissue, facial tissue, and premium baby diapers, is reinforcing its presence in the market with a new nationwide campaign. The initiative celebrates the company’s deep ties to Canadian households and shines a spotlight on the people who help make it happen, its employees.
Launched on May 18, the 30-second TV spot, titled “Our Story”, features the workers behind Royale’s products. The campaign highlights how these individuals are more than just employees – they are neighbors, family members, and friends who are deeply connected to their local communities.
According to Jennifer Lo, Vice President of Marketing at Irving Consumer Products, the campaign reflects Royale’s role in the fabric of Canadian life. “Our products, people, and purpose are part of that fabric, a connection that continues to guide everything we do”, she said.
This launch also marks the beginning of Royale’s partnership with creative agency Leo Toronto, which led the development of the campaign.
With this initiative, Royale continues to strengthen its bond with Canadian consumers, combining tradition, quality, and human connection – values that have been at the heart of the brand for decades.
