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Kruger Products Rolls Out Scotties Tournament of Hearts Campaign

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Kruger Products [TCO] has rolled out a new campaign to support the the Scotties Tournament of Hearts ― Canada’s National Women’s Curling Championship.  It is the brands return to mark the 40th year as the title sponsorship.

40th Annual Scotties Tournament of Hearts Championship

With the arrival of the tournament’s 40th year, Kruger Products is marking the occasion with a full-suite marketing plan to generate excitement, support talented Canadian athletes, and ultimately, to bring Canadians together (virtually!) during a time defined by distance. In addition to the brand’s annual presence on uniforms, in-arena signage, on-ice logos, scoreboards and rink boards, Kruger is newly activating on-pack prizing and an original TV commercial to drum up enthusiasm.

“We’re beyond grateful to have partnered with Curling Canada to enable Canadian women to compete and grow in the great sport of curling over the past forty years,” says Kruger Products Chief Marketing Officer, Susan Irving. “Supporting women and championing sports are passion points for our business, employees and communities – our commitment to the Scotties Tournament of Hearts is one of tradition, love and loyalty, that we look forward to honouring for many years to come,” she says.

As part of this year’s investment, Scotties debuted a 30-second TV commercial in tribute to the 40th annual Scotties Tournament of Hearts championship, and in support of the next generation of female Canadian curling stars. The spot features a young, aspiring curler using household tissue products (a box of Scotties Facial Tissue, rolls of Cashmere Bathroom Tissue and SpongeTowels Paper Towels) to create her very own at-home curling match. The spot began airing on February 1st.


Special Packaging Promotion, With A Cash Twist
From the rink sheets to the grocery store aisles – Scotties is marking the tournament milestone with limited-edition packaging and consumer-contesting on specially-marked boxes of Scotties Facial Tissue. In this on-pack contest, participants can enter for the chance to win one of ten $40,000 cash prizes. The initiative is supported by a vibrant on-pack flash, an animated social campaign and captivating in-store communications. The promotion will run from January 4th to May 31st. Visit for details.

The Scotties Tournament of Hearts  officially kicks off in Calgary between February 19th and February 28th, teams from across Canada will compete to earn the title of “Team Canada”. Canadians can tune in to all the action, on TSN.

Agency The Scotties Tournament of Hearts Campaign:

  • Strategic Objectives [TCO]

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