Kruger Products, parent company of household paper brands Cashmere, Purex, Scotties and SpongeTowels, has named North Strategic its PR agency of record.
North Strategic—a Publicis-owned agency that was launched in Canada—was first hired by Kruger to help launch the Bonterra brand in 2022, and has since taken on a number of assignments for the company, including Tennis Canada activations, and the recent 20th anniversary of the Cashmere Collection.
“Their demonstrated ability to craft compelling narratives and engage with audiences aligns perfectly with the vision for our brands,” said Susan Irving, CMO at Kruger Products, in a release. “Together, we will communicate the value of our Canadian-made products while fostering deeper connections with our consumers, customers and communities across the country.”
The decision to formalize the arrangement with North Strategic comes at an important time for Kruger in terms of earned media opportunities, with an emphasis on its commitment to Canada. Facial tissue giant Kleenex recently announced plans to pull out of Canada, opening up newopportunities for Kruger to make inroads with Canadian consumers.
“In light of recent developments in the facial tissue category, Kruger Products has doubled down on its commitment to consumers, customers and communities across Canada with plans to boost manufacturing capacity,” said the release. “As the company embarks on new initiatives and further develops its product offerings, North Strategic will play a strategic and pivotal role in elevating and enhancing the brand’s presence to help further foster meaningful connections with Canadians.”
Kruger showed its willingness to take advantage of the new opportunity just days after Kimberly-Clark’s August announcement that it was pulling out of Canada.
“We are honoured to continue working with Kruger Products, a Canadian company that shares our commitment to innovation and excellence,” said Jessica Savage, CEO at North Strategic. “We look forward to leveraging our strategic communications expertise as well as bold storytelling and reputation building to elevate Kruger Products’ brand portfolio and contribute to their continued success.”