human insights
Some Background
Krud Kutter is an all-purpose household cleaner that cuts through the toughest grease and grime.
Services Rendered
Customer Research & Insights, Creative Strategy, Digital Advertising
Quick Brief
Introduce Krud Kutter into food and grocery channels to drive both awareness and sales.
When Rust-Oleum® Consumer Brands Canada wanted to introduce Krud Kutter into the world of food and grocery, they needed a unique approach. One that would help them stand out in the cluttered cleaning aisle.
Through extensive research, we discovered that 60% of households in Canada have men with either primary or shared responsibility for grocery shopping. And with big brands (with incredibly deep pockets) still marketing solely to women, we saw an opportunity. We made the bold choice to market Krud Kutter directly to men. Yes, men. And it paid off.
Our strategic media buy included digital takeovers of Sportsnet and targeted display ads on Facebook/Instagram that drove to our landing page on KutTheKrud.ca. Digital ads and radio spots also aired exclusively on Spotify that challenged men to ask themselves if they were “man enough” for Krud Kutter.
73%
increase in sales
34K+
digital sessions
25K
unique users
33
million impressions