Love is Messy

//  06.12.23



Kruger Products launches new ‘Love is Messy’ campaign, expanding on its award-winning “Unapologetically Human” platform

Breaking category conventions yet again, latest multi-brand campaign celebrates love in all its messy, unpredictable, and inspiring forms

Kruger Products, Canada’s leading paper manufacturer of Cashmere®, Purex®, Scotties®’, and SpongeTowels®, today launched a new multi-brand campaign in Canada as part of its “Unapologetically Human” platform, which first aired in 2020 as a celebration of humanity. This latest edition explores how life can be messy, offering viewers an opportunity to embrace the ups and downs that come with love.

“When we first launched Unapologetically Human at the height of the pandemic, we wanted to spotlight the messy, important moments that make us all human. Our goal was to show the ways in which consumers use our products, whether it’s wiping away tears or cleaning up messes, demonstrating how these experiences unite us all as humans,” said Susan Irving, CMO at Kruger Products. “This sentiment carries forward into this campaign, as we recognize that while life can be messy, love can be messier. We wanted to be real about love in all its forms, from the toughness of heartbreak and thrill of first love to the softness and strength of enduring relationships. Our paper products serve as steadfast companions throughout the spectrum of human emotions, supporting individuals in moments of passion, sadness, and joy.”

The campaign’s hero spot shines a light on love in all its guises—from its tentative first beginnings, to its slow blossoming, occasional acrimony, reconciliation, marriage, and the messy in between. The spot begins with young people’s first stirrings of infatuation, from passing a note in class, to tentatively touching hands on the playground, and sly glances in the hallway. As the spot progresses, the depictions of love grow more intense, from passionate stolen kisses to arguments followed by making up. It takes viewers on a journey through life’s moments, from getting married to becoming new parents to growing old together.

“Very few brands are still willing to tell the truth of life. They want to manufacture a version of life with a sense that everyone is happy and that everything is okay,” said Jay Chaney, Partner and Chief Strategy officer at Broken Heart Love Affair, the creative agency behind the campaign. “That may be true, but it also may not. I give Kruger Products huge credit for being a little bit more real about the experience of being human.”

References to Kruger Products brands, including Cashmere®, Purex®, Scotties®’, and SpongeTowels®, are subtly interwoven throughout the spot, like a note passed on a piece of paper towel, a lipstick kiss accompanied by a phone number on a napkin, or tissues being used to wipe away tears of joy and distress. When it comes to life’s messy moments, Kruger Products is there for consumers with brands that make everyday life more comfortable.

“The whole campaign is about vulnerability, and nothing in the human experience is more vulnerable and messier than love,” said Denise Rossetto, Partner and Chief Creative Officer at Broken Heart Love Affair. “The first campaign set-up what the brand stands for, and we’ve branched out with the second campaign to go deeper into what it means to be human.”

The ‘Love is Messy’ campaign launches on June 12 with a 60-second hero spot, followed by a series of brand-specific ads running across national TV, connected TV, online video, and social. It is supported by key communications partners, including Broken Heart Love Affair (Strategy/Creative), Wavemaker Canada (Media), and North Strategic (Public Relations).

About Kruger Products Inc.
KPI is Canada’s leading manufacturer of quality tissue products for household, industrial and commercial use. KPI serves the Canadian consumer market with such well-known brands as Cashmere®, Purex®, SpongeTowels® and Scotties®’, as well as Bonterra™. In the U.S., KPI manufactures the White Cloud® brand, as well as many private label products. The Away-From-Home division manufactures and distributes high-quality, cost-effective product solutions to a wide range of commercial and public entities. KPI has approximately 2,800 employees and has been named a Greater Toronto Area Top Employer for 11 consecutive years. The Company operates nine FSC® COC-certified (FSC® C-104904) production facilities in North America. For more information visit

About Broken Heart Love Affair
Named Small Agency of the Year, and AdAge Silver Newcomer Agency, Broken Heart Love Affair is a global brand agency based in Toronto and the partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie, and Beverley Hammond. BHLA is focused on gathering the most decorated talent on a mission to bring back the love for brands, clients, and the creative community. The agency’s roster of category-leading client partners includes AIR MILES, Dairy Farmers of Ontario (DFO), Destination Ontario (DO), GoRVing, Green Shield, Internova, Kruger Products LP, Lactalis, La Maison Simons, ROM, Simplii Financial, Toys R Us, and more.


Title: Love is Messy

Client: Kruger Products
Chief Marketing Officer: Susan Irving
Vice President, Marketing: Stephen Blythe
Marketing Manager: Moitrali Ghosh

Agency: Broken Heart Love Affair
Chief Creative Officers: Denise Rossetto, Todd Mackie, Carlos Moreno
Chief Strategy Officer: Jay Chaney
Art Director: Todd Mackie
Copywriter: Denise Rossetto
Managing Director: Tyler Robson
Client Success Team: Amy Greenspoon, Kayla Christenson, Joline Matika, Maegan Thomas
SVP, Executive Producer: Erica Metcalfe

Production Company: Scouts Honour
Executive Producers: Simon Dragland & Rita Popielak
Director: Mark Zibert
Directors Of Photography: Mark Zibert & Eric Kaskens
Producers: Simon Dragland & Rita Popielak
Creative Research:  Tricia Zaremba
Production Service Company:  Moonlighting
Executive Producer: Shayne Brookstein
Line Producer:  Suzanne Currie
Production Designer:  Louise Knepscheld
Costume Designer: Catherine De Reuck

Casting Company: Kamikaze Casting
Casting Director:  Lee-Ann Hendrickse

Editorial Company: Nimiopere
Executive Producer: Paula Hicks
Editor: Graham Chisholm
Assistant Editor: Griffin Stobbs

CG & VFX Company: Tantrum
VFX Artist: Dominik Bochenski
Executive Producer: Victoria Holt

Colour & Finishing: Alter Ego
Colourist: Wade Odlum
Executive Producer: Hilda Pereira

Audio House: OSO Audio
Executive Producer: Hannah Graham
Mix & Sound Design:  Daenen Bramberger

Music Licensing
Music Right Clearance
Managing Director: Katie Seline

Media Agency: Wavemaker