Kruger Products announces new PR AOR amid spend increases (Score 27)

Sales lead: Contact this company's DMs if you can help it build brand awareness. 

• Kruger Products (KP) appointed North Strategic as PR AOR in October 2023.
• The agency is responsible for increasing brand awareness. 
• KP's top brands are Cashmere, Scotties, and SpongeTowels.

Target demographic: Canadian Gen-X & millennials

The company will likely:

• Continue increasing digital spend
• Diversify digital ad placement
• Make additional agency changes

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Kruger spent around $53.3k on digital display ads YTD, a 34% increase from $39k spent in this channel during the same time period of 2022. 
• YTD data: 7.9m impressions via Facebook (92%) and Instagram (8%). 
• 2021-2022 spend: Full-year spend jumped from $11k in 2021 to $41.1k in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com.

Agency analysis:

• Opportunity: PR reviews commonly lead to additional roster shifts, so reach out now to be top-of-mind. 
• Current roster:
  • Wavemaker: media buying & planning
  • North Strategic: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.