Hunter Straker is Labatt’s new shopper marketer agency
August 15, 2013 | Jonanthan Paul | Comments
Labatt has announced that Hunter Straker is its new purchase design agency.
The win will see the Toronto-based shopper marketing shop work on all of Labatt’s brands (including Budweiser, Bud Light, Alexander Keith’s and Stella Artois) at the retail level, handling the development of on-trade promotions, in-store displays, retail promotions and the overall shopper experience.
It was ultimately Hunter Straker’s know-how that set it apart from the rest of the field says Charles Brouillet, director of trade marketing, Labatt Breweries of Canada.
“Hunter Straker has decades of experience in the industry and some incredible insights into shopper behaviour,” said Brouillet. “They were selected because they demonstrated a strong understanding of our brands and goals, and have unmatched expertise in the shopper experience and purchase design.”
Matthew Diamond, a partner at the agency, said Labatt is a welcome addition to Hunter Straker’s client roster, and one that will help his shop to grow.
“The Labatt business is a huge win for our agency,” said Diamond. “It means we are aggressively hiring to help handle this business given the immense size and scope, and of course, the high expectations from our new client. It has huge competitive challenges; fast changing and paced environments; uniquely Canadian challenges, married up with made in Canada creative programs.
“For any agency person, this is the type of account you want to work on.”
The agency wound up winning the business after a lengthy review process that started after one of Labatt’s regular reassessments of its various advertising suppliers. The beer brand was also motivated to initiate the review, said Brouillet, due to a desire to find a product design agency that had a depth of insight into the shopper experience and expertise in retail activation that could help Labatt to better connect with its consumers in a very competitive environment.
“Our goal is to create a best-in-class brand and shopper experience for our consumers at every touch point from on-trade to retail,” said Brouillet. “Point of purchase is the most important decision making corridor for our consumer, and we aim to bring that experience to the next level.”
The new relationship will see Hunter Straker working directly with the trade team at Labatt, marking a change for the beer brand, said Diamond, in that it’s now partnered with a dedicated agency focused on the below-the-line activities.
“Our mutual goals will be to ensure consistency of our programs and having a strong sense overall for the direction Labatt wants to head in all channels,” said Diamond.