Cleansheet Communications has landed the Creemore Springs breweries account as one of 16 agencies that participated in a four-month competitive review.
Molson-owned Creemore Springs, whose beers include Creemore Springs Premium Lager, Urbock and Kellerbier beers, has not had an AOR for the past several years.
With increasingly aggressive growth plans, the client decided they “needed and wanted an agency partner,” according to Catherine Frank, business strategist and cleansheet co-founder.
In addition to Creemore’s existing brand lineup, the agency will be working on the Mad & Noisy Brewery brand that launched last week. Cleansheet’s media mix will include social and traditional media, and field activations.
“Part of the reason they chose us is that we try to give our clients not just a campaign or an idea, but rather a platform that they can build their brand and company around,” said Neil McOstrich, cleansheet co-founder and creative director. “So it provides as much direction for their communication as it does for how they actually develop their brand strategically.”
Frank said this client’s business is trending upwards, and expected a marketing push to grow proportionally.
“Craft beer is one of the strongest growing segments in the overall market,” she said. “Creemore is one of the largest and strongest growing” craft breweries.
Creemore’s general manager Dave Clarke said its volume sales were increasing at approximately 20% per year.
Cleansheet anticipates rolling out its first creative work for Creemore in early 2013.