Kruger is launching the fifth year of its “Kruger Big Assist” campaign, partnering with top Canadian hockey players as brand ambassadors and including its sub-brands as part of a toque redemption offer.

From now until Feb. 10, Kruger is encouraging Canadians to nominate minor hockey associations for a chance to receive funds. Five associations will receive $25,000, and one will receive an additional $75,000 for a total of up to $100,000.

Program ambassadors include Macklin Celebrini, first overall 2024 NHL draft pick; Nazem Kadri, Stanley Cup champion; Marie-Philip Poulin, four-time Olympic medalist and three-time world champion; Natalie Spooner, three-time Olympic medalist and world champion; and Hayley Wickenheiser, five-time Olympic medalist and Hockey Hall of Famer.

Susan Irving, CMO of Kruger Products, tells strategy that this year, the campaign takes on a new dimension through the compelling stories of these five athlete ambassadors. “Each ambassador brings their unique hockey journey, personal experiences, and dedication to fostering inclusivity and accessibility. Together, they aim to inspire the next generation of players to embody the spirit of the assist,” she says.

This year’s program will include promotion across various channels, including in-store activation, digital platforms, social media, influencer partnerships, earned media, broadcast integrations on Bell and TVA networks and via the KrugerBigAssist microsite.

For the first time, Canadians can also receive a limited-edition Kruger Big Assist toque by purchasing a specially marked package of Cashmere, Purex, Scotties, SpongeTowels or Bonterra product and uploading their receipt to redeem their prize.

Proceeds from each pack sold go toward the Kruger Big Assist donation to winning communities.

Last year’s Big Assist grand prize winner was Nova Scotia’s Tasa Minor Hockey Association, which received $100,000 to support families in need of assistance and get more children involved in hockey.

The CPG’s 2024 creative in support of the program featured kids talking about game assists as a metaphor for helping others.

Agencies supporting this year’s campaign are Optimum Graphiques for creative, GroupM for strategy, North Strategic for PR and influencer, Wavemaker for media, VML for consumer journey and Salt XC for in-store marketing.