Canada-US relations have not been perfect in the last few weeks. But that has only encouraged Kruger Products’ humour. The company has launched a campaign, that uses pronunciation differences between the US and Canada to invite Canadians to buy Canadian. Kruger’s brands, Cashmere, Purex, SpongeTowels, Scotties and Bonterra, are all made in British Columbia, Ontario and Quebec.

What the campaign, Made by Canadians for Canadians, lacks in execution, it makes up for with wit, with its line, Cleans messes from A to Zed, not Zee.

The campaign leans into the nuances of Canadiana with humour to ensure consumers everywhere tip their toques (not hats), direct guests to the washroom (not restroom), embrace the extra eh-bsorbent and go the extra kilometre (not mile) for the environment with well-known – Canadian – brands.

Kruger Products manufacturing plants represent a tissue manufacturing capacity of 48% of Canada’s total output, with 2300 Canadian employees and nine manufacturing facilities strategically located nationally.

“Canadians clearly want to support products made in Canada, but it can be tricky to identify while shopping. As a proud Canadian brand known for helping clean up messes, we’re happy to help,” stated Susan Irving, CMO at Kruger Products. “Not all tissue products on Canadian shelves are made in Canada, so we are making it easier for them to check the label and buy with confidence. We’ve placed the words, ‘Made in Canada’, right on our packaging to showcase our pride in manufacturing our products locally.”