Campaign details
Brand: Kruger Products L.P.Brand owner: Kruger ProductsEntrant company: Broken Heart Love Affair, TorontoMedia: Wavemaker, TorontoMarket: CanadaSector: Toilet paper, kitchen towelMedia channels: Online video, Social media, TelevisionBudget: 3 - 5 million
Executive summary
The Challenge: Create a purpose-based Masterbrand platform for Kruger Products to connect with consumers during mass disruption of paper product supply in the category at the beginning of Covid.
The Insight: Faced with our collective vulnerability in Covid we can find strength in our softness.
Bringing the Idea to Life: A...