M&M Meat Shops has selected Cossette as its new agency of record.
The Toronto-based agency won the account following a formal review late last year against three unnamed agencies. Riddoch Communications previously held the account.
As the brand’s new AOR, Cossette will handle creative, while OMD Canada will continue to handle the brand’s media buying and planning.
One of Cossette’s first tasks on the account will be overseeing a “major brand relaunch” that’s set for this spring.
In a release, Cossette’s senior vice-president and national business leader, Janis Lindenbergs, said the agency is excited about the opportunity of re-positioning the brand. “It’s not often you get a chance to take a highly regarded and established brand such as M&M Meat Shops and reposition it against the shifting lifestyle needs and desires of Canadian families.”
Allan Lindsay, vice-president of marketing at M&M Meat Shops, added in the release that his team was “impressed with Cosette’s creative and strategic thinking and felt there was a great chemistry.”
M&M Meat Shops has 350 retail locations across Canada. In 2014, it was purchased by the private equity firm Searchlight Capital Partners.
