Kruger begins Bonterra campaign
By Derek Winkler
Kruger Products has begun a marketing campaign for its Bonterra line of “sustainably focused” household paper products. Developed by Broken Heart Love Affair, the campaign highlights how the sourcing of the products’ materials and its recyclable packaging lets consumers feels that their actions have an impact. It includes social media videos and static content, as well as indoor and outdoor digital out-of-home advertising. Bonterra has also launches an interactive mural at Harbourfront Centre in Toronto. The mural allows viewers to “recover ocean plastic” by removing stickers from the creative. Bonterra has also installed a display at the Canada Science and Technology Museum in Ottawa as part of its sponsorship of an exhibition called “Oh Crap! Rethinking Human Waste.”