BUFFALO, N.Y. — North American Breweries, one of the country’s leading beer suppliers that also owns the rights to distribute the Seagram’s Escapes Brand, has awarded New York advertising agency AMMIRATI creative duties for both their Labatt Beer and Seagram’s Escapes businesses following a review.
“We were impressed with AMMIRATI’s approach to the creative strategy and how they brought to life the core idea through multiple channels,” said Peter Bodenham, Vice President of Marketing for North American Breweries. “Their passion for our business really came through.”
Ammirati’s initial assignment will be to bring the strategic positioning for each brand to life through integrated 2014 marketing campaigns. For Labatt, the Agency will develop traditional broadcast and print creative as well as deliver on-premise, retail, and sports sponsorship activations. For Seagram’s Escapes, creative will target both the general and multi-cultural female markets with print and out-of-home as well as drive heightened visibility at retail during key promotional periods. Interactive will play a key role for both brands including social media management.
“We couldn’t be more excited about working on both of these brands. Labatt is a brand with a strong history and we are eager to begin developing creative that captures such a compelling feeling among our audience,” said Matthew Ammirati, Founder of the Agency. “And Seagram’s Escapes is a category leader with fun and colorful flavor profiles that we can’t wait to help continue to grow.”
Billings for both brands were undisclosed at press time.
About North American Breweries
North American Breweries is one of the county’s leading beer suppliers, brewing high quality beers at its five breweries, including four dedicated craft breweries, and importing beer daily from both Canada and Costa Rica. Its diverse portfolio and world class employees have transformed NAB into a segment leader and a credible craft supplier. With Magic Hat and Pyramid being two of the most recognizable, dynamic craft brands, NAB plays a major role in driving craft segment growth. In addition to brewing high quality craft beer, NAB owns and operates four state of the art Pyramid Alehouses in the heart of the craft beer industry. The Alehouses allow NAB to focus on local craft markets by brewing unique, small batch beers for their Pacific Northwest consumers. A leading importer, NAB imports the number one Canadian beer and the number one Cerveza de Costa Rica. NAB also propelled Seagram’s Escapes into the number one cooler brand in only a few short years, gaining the attention of industry analysts and earning nods such as Impact Databank’s 2012 Hot Brand Award.
Ammirati is a New York-based, independent marketing company that creatively solves business problems for their clients. Delivering solutions that are always memorable, simple and most importantly, effective, Ammirati serves as a strategic partner with core capabilities in advertising, design, interactive and shopper marketing. Its client base ranges from major consumer goods companies to start-ups and includes clients such as Coca-Cola, Pirate’s Booty, Remy Cointreau, LinkedIn, Cumberland Packing, Delivery.com and Jerry Seinfeld among others.