Notwithstanding Kruger Products' tremendous contributions, minor league hockey coast to coast still faced critical challenges. The declining participation rates in girls' hockey and limited opportunities for new Canadians highlighted pressing issues, as well as opportunities. Nearly one in six children were leaving the game, with 80% of families citing financial strain as the main reason why, further exposing the inequality gap and jeopardizing the sport’s diversity. New Canadians specifically faced multiple barriers, including financial constraints and unfamiliarity with hockey infrastructure.

To address these challenges, Kruger Big Assist needed to mobilize widespread support, making the brief twofold: first, strengthen awareness and consideration among Canadians to help amplify the program; second, encourage local communities to nominate associations to reach more young players than ever.

In its third year, the objective of the program was to ensure Canadians knew more work was needed to the quest to foster accessibility and inclusivity in hockey.

The Kruger Big Assist was created to help make hockey more accessible and inclusive for every Canadian. By establishing a unique, ownable program, Kruger Products could ensure support reached the communities and kids who needed it the most. To help Canadians understand the true power of the program's impact, we based this campaign on a concept all hockey fans are familiar with: the importance of an Assist, on and off the ice. An Assist symbolizes extending a helping hand, aligning with our mission to "Make Everyday Life More Comfortable" for Canadians.

Through diverse and inclusive storytelling, we shared narratives from children and parents that resonate emotionally, illustrating the significance of hockey and an assist in their lives. By spotlighting associations and their communities, we showcase how Kruger Products gives kids the assist they need, embodying our commitment as a Canadian company to support the dreams of young athletes.

Despite many obstacles, hockey remains a favourite sport among Canadian children and families looking for ways to create connections and friendships within their communities. But with more financial barriers than ever, hockey registrations continued to decline, particularly in underserved communities.

To foster accessibility and inclusivity in the sport, the third year of the Kruger Big Assist needed a far-reaching approach that would drive meaningful local impact. To do this, we focused on two main segments: hockey families and new Canadian audiences, capturing the interest of established hockey lovers and those newer to the sport. Targeting an audience of 25 to 54 with an intentionally broad socio-economic base allowed for an inclusive approach that engaged audiences from various backgrounds.

With this approach, we could reach every corner of Canada to inspire and engage the nation, as well as the unique communities within it.

As a result of Kruger Products’ omni-channel marketing approach, general awareness of the Kruger Big Assist is at nearly 1 in 5 Canadians with impact continuing to achieve top of class performance among category buyers. The Kruger Big Assist exceeded KPIs for community nominations (+65% over target), the website had a total of 101K visitors (+80% over target), and the campaign achieved 194 million impressions (+31% over target). During the Kruger Big Assist activation at store level, dollar sales for Kruger Products brands increased by 7.1% versus the previous 10 weeks and 5.1% versus the previous year (across all national channels). Additionally, the campaign increased purchase consideration across all consumer segments, including significant growth among parents with kids in hockey (94%, +8 vs. Feb. 2022). Success of the Kruger Big Assist underscores Kruger Products' commitment to supporting Canadian families in enjoying the sport they love.