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Labatt USA and Seagram’s Escapes Parent Company Names Burns Group as Agency of Record

By: Erik Oster

North American Breweries, a top 10 U.S. brewing company in volume of beer produce that’s owned by Costa Rica food and beverage company Florida Ice and Farm Company, has selected brand transformation agency Burns Group as agency of record for its Labatt USA and Seagram’s Escapes brands.

Burns Group will be tasked with leading creative and integrated marketing planning for North American Breweries the two brands, as well as brands planned for introduction in 2019. The agency will utilize its BrandInformers consumer insights platform for North American Breweries’ brands.

“When looking for an agency, we sought category experience and creative capabilities to strengthen our portfolio of brands. Burns Group showcased their diverse skills in brand strategy, innovation and creativity,” North American Breweries CEO Adrian Lachowski said in a statement. “We believe they are a strong partner as we look to connect with consumers in new and meaningful ways.”

Burns Group category experience includes a campaign for wine brand Yellow Tail which featured regional Super Bowl spots in 2017 and 2018.

New York-based independent marketing agency Ammirati formerly handled creative duties for Labatt USA and Seagram’s Escapes, following an appointment in 2013.

As part of the assignment, Burns Group will launch a new campaign for Labatt this fall and a campaign promoting the launch of a new product in 2019.

“Creatively, both the Labatt and Seagram’s Escapes brands lend themselves to exciting work across digital, social, OOH and broadcast,” Burns Group co-creative directors Nicole Lucey and Samantha Arcade said in a statement. “It’s every creative’s dream come true to get the opportunity to work with clients that start each meeting with an adult beverage.”

North American Breweries spent a little over $2.7 million on measured marketing in the U.S. last year across all its brands, and $122,000 in the first quarter of 2018, nearly doubling spending over the same period last year, according to Kantar Media. With the impending introduction of undisclosed new brands, those numbers could grow in 2019.

The appointment follows Burns Group naming its first CEO with the promotion of chief strategy officer Joanne McKinney in March.

“We are thrilled North American Breweries selected Burns Group as Agency of Record. We will leverage our extensive alcoholic beverage experience to drive growth for existing brands, while helping to launch new products and brands across North American Breweries’ portfolio,”  McKinney said in a statement. “As a company known for bringing bravery to legacy brands and experience to newer ones, we believe we’re the right partner to help their team achieve continued growth and success.”

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