North Strategic is the new PR agency of record for Kruger Products

Kruger Products, the paper manufacturer of Cashmere, Purex, Scotties and SpongeTowels, has an expanded and integrated communications partnership with North Strategic.

North Strategic has been working with Kruger since 2022, when the brand first retained the agency to support the launch of Bonterra, its line of sustainably-focused paper products. Since then, North Strategic has supported several of Kruger’s other brand campaigns and initiatives including Kruger Big Assist, National Bank Tennis Canada activations and, most recently, the 20th anniversary of its iconic Cashmere Collection.

This partnership adds to North’s growing list of clients and continued organic growth, including the shop’s expanded scope of work under the Empire banner, including long-time client Sobeys and, more recently, Farm Boy.

Strategic Objectives named PR agency for launch of Aussie brand in Canada

Strategic Objectives is supporting Aussie pilates brand Strong as it comes to market in Canada in 2024. The Little Italy, Toronto studio launch campaign includes targeted media relations, influencer unboxing experiences and tastemaker trial sessions.

Strong Pilates first launched in October 2019 in Melbourne and has since opened more than 40 studios across Australia and New Zealand. Strong has more than 100 locations set to roll out across the U.K., Asia, Canada, New Zealand and Australia in the coming year.

1Milk2Sugars snags three fashion and retail brands

Communications agency 1Milk2Sugars has added Vans, LensCrafters and Bestseller to its portfolio.

“Consumer demand for digital and retail brand experiences are driving opportunities for growth in the fashion and retail sector,” says Emma Cusson, partner and creative director of 1Milk2Sugars. “We are eager to deliver our savoir-faire in this space and work with such notable brands to help them drive real impact.”

As Vans’ AOR in Canada, 1Milk2Sugars is working closely with the action sports footwear company to promote its products via digital-forward PR solutions and influencer marketing.

1Milk2Sugars will also support vision care and eyewear brand LensCrafters for the opening of its Toronto Yorkville neighbourhood flagship location, through media relations and event creation.

In addition, 1Milk2Sugars is now working with apparel brand Bestseller to promote the opening of its new headquarters and expansion in Montreal through targeted PR and marketing.

Bestseller offers a range of brands including Vero Moda, Jack and Jones, and Only.

1Milk2Sugars counts brands such as Decathlon and Beiersdorf (Coppertone and Nivea) as clients.