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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips