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.