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

Whole Foods exec: No tattoo shops planned for new chain yet

Company says partner vendors in small format chain will be diverse

Leon’s reinvents itself for generation Instagram

The retailer is re-upholstering its brand for millennial shoppers

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

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

Facebook Canada opens new HQ’s doors to non-profits

Heart & Stroke and others share how they're using social in marketing

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope

Taco Bell hunts for a Snapchat host

The QSR is building its Snapchat presence with weekly fan-created stories

Frank & Oak takes its storytelling to new heights

Menswear retailer partners with Toronto photographer on its latest campaign