kraft

Taxi wins Maxwell House

After brewing some good with Ogilvy & Mather Toronto, Kraft has consolidated North American creative duties with Taxi

Kraft Canada has consolidated North American creative duties for its Maxwell House coffee brand with Taxi after moving the Canadian business from Ogilvy & Mather Toronto, without a review.

The account will be handled out of the agency’s Toronto and New York City offices. In a statement to Marketing, Kraft said Taxi’s “North American offering and previous success with Kraft brands make them the perfect fit to continue our momentum on this iconic brand.”

“The motivation was really to find a North American offering that leveraged experience on both sides of the border. We looked at our roster for the right fit,” said Kathy Murphy, director, corporate affairs at Kraft.

Taxi also handles creative in the U.S. and Canada for Kraft’s Mio brand.

In the U.S., Taxi replaces Wieden & Kennedy, which recently revived Maxwell House’s “Good to the last drop” tagline as part of a brand overhaul that included new logos, packaging and advertising around the “Say Good Morning to a Good Day” theme.

Wieden & Kennedy and Kraft parted ways two months ago, according to Ad Age. “We are satisfied with the ‘Say Good Morning to a Good Day’ campaign. Taxi will be charged with evolving that positioning in a way that makes sense for both the U.S. and Canada,” a Kraft spokesman told Ad Age.

Brands Articles

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications

ASC to crack down on paid social media endorsements

New guidelines for endorsers and influencers to come into effect next year

McCain takes to Twitter to dispel Pizza Pocket rumours

Company says popular food brand is undergoing a refresh, not being discontinued

How to be taken seriously as a young agency founder

Dash agency's Christian Lunny on persuading waffling clients

Hermès gives an inside look at craftsmanship

Global exhibition allows consumers to see French artisans at work

Tim Hortons names new president

Sami Siddiqui is promoted from head of finance to president at the coffee shop chain

Sears unveils revamped logo

Developed in-house, it is part of the company's ongoing 'strategic reinvention'