Kruger Products continues to explore the messiness of love with “Messy Paper Anniversary Gift Boxes,” an extension of its “Love is Messy” campaign introduced last year under its award-winning “Unapologetically Human” platform.

The new campaign celebrates the first year of marriage, also known as the “paper anniversary.” For this occasion, couples traditionally exchange paper-themed gifts that symbolize the delicacy and strength of the new marriage.

“This campaign serves as a tribute to the unapologetically human and messy moments that newlyweds navigate during their first, and often messiest, year of marriage,” says Susan Irving, CMO at Kruger Products. “By commemorating the challenges and triumphs of this journey, the campaign continues to capture the essence of real-life experiences and create a meaningful connection with our audience.”

Kruger, the manufacturer of Cashmere, Purex, Scotties and SpongeTowels, is offering the limited edition gift boxes with its full line of household paper products as a way to help 500 couples celebrate the milestone year and have a chance to win a romantic trip for two to Messy, France. The campaign was developed by Broken Heart Love Affair and brought to life by its subsidiary, Lifelong Crush.

The curated boxes are inspired by three common moments experienced during every couple’s initial year of marriage and living together: “Finally Learning How to Share the Bathroom,” “All the Messiness of the First Year of Marriage” and “The Time You Tried to Cook for the In-Laws.”

“With Valentine’s Day approaching soon, we think it’s important to shine a light on the realities of married life and embrace the not-so-ugly truth that love can be messy at times,” Irving says.

A recent Maru Public Opinion survey commissioned by Kruger Products revealed that the top three challenges couples say they face in their first year of marriage are managing money (27%), adjusting to living together (25%) and communication (22%), followed by work-life balance (20%), house chores (17%) and getting along with their partner’s family (13%). The survey also revealed that managing finances is a greater challenge among married couples (29%) within their first year of marriage than unmarried couples (21%).

Canadians have until February 22 to sign up for the Gift Box and a chance to win the trip for two.

The three-week campaign and website launched with a series of social media posts across Instagram and TikTok by Canadian influencers, including professional ice hockey player Tyson Barrie and relationship expert Shan Boodram, as seen in Netflix’s “Too Hot to Handle.” Irving s digital support for the campaign included Facebook and Pinterest, Cluep and Google Search, while assets included custom creative as well as influencer-produced content.

Wavemaker Canada handled media, and North Strategic handled PR and influencers relations.