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Kruger Products, Canada’s leading paper manuf acturer and the company behind Cashmere, Purex, Scotties, SpongeTowels, and Bonterra, has unveiled a new creative campaign: the Kruger Big Assist “Parent Assist.”
The campaign is inspired by the real stories and lived experiences of Canadian hockey parents who power their kids through the messy realities of minor hockey. The campaign focuses on small moments that have a huge impact in life: early mornings, unexpected setbacks, quiet encouragement, and the constant behind-the-scenes work that keeps kids showing up.
Who's behind the Parent Assist campaign?
- Agencies - North Strategic
- Brand - Kruger Products
(click on the link to view the agency's Vendor Directory listing)
In hockey and in life, every goal starts with an assist — a play essential to the game that’s reflected in the way hockey families support one another every day. When the world’s eyes are focused on peak athletic performance, the campaign is an opportunity to refocus the conversation on participation, access and the everyday support that keeps kids in the game. The Kruger Big Assist “Parent Assist” campaign is a reminder that the foundation of Canadian sport is built much earlier, in local rinks and communities across the country.
“Kruger Products is part of the everyday hustle of hockey families, on and off the ice. We give hockey parents the behind-the-scenes assist that keeps the natural chaos running smoothly,” said Susan Irving, Chief Marketing Officer of Kruger Products. “From bloody noses to spilled milk to cleaning skates, this spot showcases the versatility of our products — which are proudly made in Canada – and the importance of offering Canadian hockey parents high-quality products that bring a bit of comfort to the busy chaos of their lives. Their heroic juggling act is exactly why we continue to back communities across the country through the Kruger Big Assist.”
Kruger Products is also proud to announce it will serve as a sponsor of CBC’s broadcast of the Olympic Winter Games Milano Cortina 2026. The “Big Assist” content series, which will air on CBC’s network during the broadcast, features 12 Canadian hockey icons and shines a light on the dynamic men and women hockey players representing Canada on the world stage this month as part of Team Canada. Viewers will learn what motivates and inspires the 12 hockey greats and will also meet the individuals who helped them along the way to become the players, coaches and people they are today.
“The “Big Assist” series leans into thematic storytelling, exploring each athlete’s individual journey and experiences on and off the ice that led them to this stage of their careers,” Irving said. “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. We hope these stories bring Canadians insights and an appreciation not only of these athletes, but of the important people who gave them key assists throughout their hockey journey.”
The Impact of the Kruger Big Assist: Nominations close February 22, 2026
Kruger Big Assist has donated more than $1 million since its 2020 inception, supporting more than 50 Canadian minor hockey associations to date, and helping more than 1,500 Canadian families reduce the financial barriers that kept their kids from participating in Canada’s game.
How the nomination process works:
- Canadians can nominate a minor hockey association online until February 22, 2026.
- Five regional Kruger Big Assist winners will each receive $25,000.
- One grand prize winner will receive an additional $75,000.
Campaign Images:
(click to enlarge)
The new creative campaign, featuring 60-second and 30-second spots, will debut during CBC’s coverage of the opening ceremonies and run nationally during hockey programming. The holistic campaign includes linear TV, connected TV, digital, social, and online video (OLV).
