For curling out loud! Kruger sponsors annual tournament

A new ad from Kruger is sweeping through Canada.

As title sponsor of women’s curling event, Tournament of Hearts, part of Kruger’s 2016 marketing strategy is a new TV commercial that promotes its SpongeTowels, Cashmere and Purex brands to a growing curling audience.

Released during the lead up to the event, the 30-second nationwide commercial shows the passion players and spectators share for the game. Based on the notion that curling is loud with excitement, the video shows a store where shoppers and cashiers are wearing noise-cancelling headphones to prepare for the upcoming competitions.

https://www.youtube.com/watch?v=_WtwE7eJpZI

The ad airs on conventional and specialty TV channels including programs that target grocery shoppers (women between 25 to 54) and on TSN during the tournament, as well as other curling events.

According to Nancy Marcus, Kruger's corporate vice-president, marketing, last year’s Tournament of Hearts was a record-breaker for TV viewership. TSN attracted an average audience of half a million viewers for the 2015 competition, and the final game had more than a million viewers on a Sunday night, which was the same night as The Oscars.

Marcus predicts that over one million Canadians will watch this year’s final game.

Kruger has sponsored the Tournament of Hearts for 35 consecutive years. It has also sponsored the annual provincial and territorial championships that lead up to the national championships. The event takes place at Revolution Place in Grande Prairie, Alberta from Feb. 20 - 28, 2016.