From Early Morning Practices to Late-Night Drives: Kruger Products Champions Canada’s Hockey Parents in New Campaign, The Kruger Big Assist “Parent Assist”

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New campaign supports Kruger Products’ efforts to help more kids participate in minor hockey through the Kruger Big Assist program, now in its sixth year 

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Kruger Products announces official partnership with CBC’s Olympic Broadcast to air short-form content series, “The Big Assist” spotlighting 12 Canadian hockey icons

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TORONTO, Feb. 06, 2026 (GLOBE NEWSWIRE) — Kruger Products, Canada’s leading paper manufacturer of Cashmere®, Purex®, Scotties®’, SpongeTowels®, and Bonterra®, is proud to unveil a new creative campaign, The Kruger Big Assist “Parent Assist”. 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: the early mornings, unexpected setbacks, quiet encouragement, and constant behind-the-scenes work that keeps kids showing up.

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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.

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“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.”

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The new creative campaign, which includes 60-second and 30-second spots, will debut during CBC’s broadcast of the opening ceremonies and run nationally during hockey programming. The holistic campaign includes Linear TV, Connected TV, digital, social and OLV.

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The nostalgic creative uses the aesthetic of many well-worn, well-loved Canadian community hockey arenas and the fast-paced, demanding grind of a hockey season on families, embracing reality over a polished, idealized look and feel. The accompanying musical score, a punchy adaptation of “We Will Rock You” sung by children, reinforces just how much assisting a minor leaguer’s hockey journey will rock a parent’s world — logistically, financially, emotionally — as their kids live out their dreams on the ice.

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Kruger Products is committed to supporting Canadians on and off the ice and knows hockey parents already have paid the price in so many ways. That’s why the Kruger Big Assist was created — to help cover the costs. This campaign reminds us that assists are not just part of the game, they are part of hockey family culture.