When COVID19 hit and Kruger Products wanted to pivot from their annual activation featuring the NHL All Star game, they turned to Spider to lend a hand. It started with the key insight the pandemic is causing financial challenges to families wanting to keep kids enrolled in minor hockey. Building on the insight, Spider developed a corporate social responsibility program called the Kruger Big Assist (KBA).
With a corporate commitment of $200,000, the program featured an online nomination process where members of communities across Canada were invited to write a short story or upload a video nominating a local minor hockey association who they felt were deserving of funding based on the following criteria:
- ENABLE more youth to play
- ENHANCE the sport experience for their members
- EMPOWER youth to create impact in the community
- ENCOURAGE multicultural participation in the game
The Kruger Big Assist program awards $10,000 to 15 minor hockey associations across Canada to help provide financial assistance to hockey families in their communities to pay for registration fees. In addition, Kruger Products donated an additional $5 for every assist recorded during the just completed 2021 NHL regular season, bringing their total contribution up to $200,000 to support local families in need.
Beyond the concept, Spider’s role included creating promotion packaging, in-store display POS, program website, digital ads and overall management of the nomination and verification process. Other agency partners were responsible for media, PR and a TV sponsorship with Rogers Sportsnet and TVA.
Spider is proud to be part of the team who brought the Kruger Big Assist program to life.
For full program details visit www.krugerbigassist.ca.