Kruger Big Assist – Grassroots Hockey Program

BACKGROUND:
Kruger Products (Sponge Towels, Scotties, Cashmere and Purex paper products) wanted a national program that would leverage their corporate partnership with the NHL and connect with Canadian families in a meaningful way. 

CHALLENGE:
The Canadian market is cluttered with multiple hockey programs and Kruger needed a unique proposition to make theirs resonate and stand out.  

SOLUTION:
Instead of a one-off promotion, Spider created the Kruger Big Assist, a CSR program that reduces the financial costs of hockey enrollment for families in need. And to make hockey more diverse and inclusive, the Second Assist was added to the program to help make the game more accessible to all kids.