Kruger Packaging

Canadian Manufacturing Company Bets Big on the Bluegrass

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Recruiting Talent and Connecting to the Community

Kruger Packaging, a division of Kruger Inc., a 117-year-old, fourth-generation, family-owned multinational corporation, announced a $114 million investment in May 2021 for a new state-of-the-art manufacturing plant in Elizabethtown, Kentucky. This facility marks the company’s first manufacturing plant in the U.S. Kruger Packaging enlisted C2 Strategic to help forge key stakeholder relationships and quickly position itself as a top employer in the midst of challenges such as a limited workforce talent pool, strong industry competition, operating in a rural community, and low brand awareness.

C2 Strategic developed a multi-layered communications and marketing plan for Kruger Packaging with two primary objectives: to attract applicants aged 25 to 45 for 150 new positions at the plant, and to establish Kruger as a trusted community member and partner to local and state officials. Strategy included earned media, a robust digital campaign with organic and paid social media content, print and radio advertisements, event communications and marketing and the creation of various communication materials such as direct mail, sales decks, leave behinds and e-newsletters. As a result of C2 Strategic’s efforts, Kruger Packaging extended its contract through ramp up and start up of operations at the facility.

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