ROYALE is Purr-oudly Atlantic Canadian

February 22, 2017

A new ROYALE TV campaign launched in Atlantic Canada features employees who manufacture one of Canada’s most trusted brands as voted by Reader’s Digest.

“ROYALE is proudly made in New Brunswick as well as Toronto, Ontario and Fort Edward, New York. In this regional campaign we wanted to celebrate how proud we are of our Atlantic Canadian roots. To share that pride, we developed a new TV spot,” said Robert K. Irving, President of Irving Consumer Products which manufactures ROYALE household paper products including bath and facial tissue, paper towels and napkins. 

“This ad allows us to show our neighbours in the region that our products are made right here,” said Mr. Irving.

Irving Consumer Products operations in New Brunswick consist of a pulp making mill in Saint John, a tissue production mill in Saint John, and a tissue converting plant in Dieppe. There are also tissue making and converting plants in Toronto, Ontario and Fort Edward, New York. Each of these plants converts tissue made from Irving pulp.  

In Canada, production of the Royale brand directly employs 3500 – from seed to shelf.  It’s a great Canadian story with deep roots in Atlantic Canada.

“From the trees we nurture and grow right here, to the quality of the Royale paper products we make, we compete every day against large global brands,” said Mr. Irving. “Our team works together to help each other succeed. Everything we make is high quality.”

The 60-second TV spot features employees who work in various roles and help deliver ROYALE products to customers. It also features the recognizable ROYALE kittens who have become ambassadors of the products’ softness.


“Behind your package of ROYALE are proud Atlantic Canadians. And like our spot says there’s a quality to this place – a quality to our people that you won’t find anywhere else,” said Mr. Irving.

Rene Savoie
Rene Savoie is a Machine Operator/Supervisor at the Irving Consumer Products tissue converting plant in Dieppe, New Brunswick.


Proudly Atlantic Canadian