Superior performance, prestigious award recognition and a fourth season
of sponsoring Top Chef Canada round out the year
MISSISSAUGA, ON, Feb. 26, 2014 /CNW/ - SpongeTowels® paper towels, one
of Canada's most popular paper towel brands, proudly launches its 2014
activities after experiencing tremendous results in 2013. The brand is
eager to unveil refreshed award-winning creative, a new SpongeTowels
Facebook page (www.facebook.com/SpongeTowels) and an enhanced sponsorship of Top Chef Canada.
SpongeTowels enters 2014 on a high note after achieving record share in
the paper towel category in 2013 with 11% growth in overall volume,
while the category itself declined by 2%. SpongeTowels also sustained
its market leading position in Quebec. "In a low engagement category,
the ability for SpongeTowels to outpace category growth, continue to
increase its market share as well as improve advertising recall are
impressive achievements and encourage us to expand our programs," says
Wendy Mommersteeg, Category Director, Paper Towels, Kruger Products
L.P. "We anticipate even better performance in 2014 with more
integration and targeted programs."
Accolades to Celebrate
SpongeTowels proudly accepted a silver CASSIES award for Sustained
Success on February 19, 2014. Kruger Products is one of the most
decorated CASSIES award winners in the Canadian packaged goods
industry. SpongeTowels earned its most recent distinction for its
original, multi-year breakthrough advertising campaign featuring
Canada's beloved Sponge Pockets. The campaign supports SpongeTowels'
differentiation in the market and continues to build its brand equity
and achieve sustainable business results, following its brand
transition from ScotTowels in 2006.
Cleaning Up After Top Chef Canada
The most extreme season of Top Chef Canada - Food Network Canada's #1 series - premieres on March 10 at 9 p.m.
EST. For the fourth consecutive season, SpongeTowels is the show's
official paper towel, awarding Canada's Top Chef with $100,000. This
year, the brand expanded its sponsorship with the launch of the highly
anticipated Messy Moments campaign, a 15-second spot featuring footage of the chefs cleaning up
their spills with ultra absorbent SpongeTowels.
To support this on-air sponsorship, SpongeTowels is fusing the program
through strong in-store components, including on-pack and on-shelf
promotion, as well as prominent product displays.
In addition to presenting this season's winner with $100,000,
SpongeTowels is encouraging viewers to cast their votes for who they
think will win each week's elimination challenge online at www.topchefcanada.ca. Viewers have a chance to win weekly prizes and one of two ultimate
prizes - a Top Chef-inspired dinner prepared at the winners' homes
complete with a full clean up by the SpongeTowels cleaning crew!
In addition to the major sponsorship of Top Chef Canada, SpongeTowels
has supported the Scotties Tournament of Hearts and the Canadian Breast
Cancer Foundation for more than 32 and 7 years, respectively. Both
programs aim to increase awareness and drive much needed financial
contributions to the organizations.
For more information about SpongeTowels, please visit www.spongetowels.ca and www.facebook.com/SpongeTowels.
About Sponge Towels and Kruger Products
SpongeTowels is one of Canada's leading paper towel brands and holds the
market leading position in Quebec. SpongeTowels is uniquely marketed,
leveraging the popular Sponge Pocket characters, which are always ready
to tackle any mess. SpongeTowels - nothing absorbs like it!
Kruger Products is Canada's leading tissue manufacturer and serves the
Canadian market with such well-known brands as Cashmere® and Purex®
bathroom tissue, SpongeTowels® paper towel and Scotties®' facial
tissue, in addition to away-from-home products for industrial and
commercial use. Kruger Products operates facilities in Quebec, Ontario,
British Columbia in Canada, and Memphis, Tennessee, in the U.S.
FOOD NETWORK is a trademark of Television Food Network G.P.; used with
Image with caption: "Top Chef Canada's most extreme season premieres on Food Network Canada on March 10 and for the fourth consecutive season, SpongeTowels is the official paper towel, awarding Canada's Top Chef with $100,000. (CNW Group/Kruger Products L.P.)". Image available at: http://photos.newswire.ca/images/download/20140226_C7088_PHOTO_EN_37117.jpg
SOURCE: Kruger Products L.P.
For further information:
For media inquiries, please contact:
Category Director, Paper Towels, Kruger Products L.P.