Casella Wines, makers of Yellow Tail, have appointed Grey Canada as its new lead Canadian agency following a formal review.
According to a statement by Sally Baker, Casella’s market manager for North America and Europe, Grey won the account “based on the quality of their strategic and creative capabilities.”
Grey’s first initiative will be working as brand steward and creative lead for the label’s fall and holiday campaigns.
“We look forward to developing a long-term relationship with Casella Wineries as we embark on this fall and holiday initiative,” Darlene Remlinger, managing director at Grey Canada told Marketing.
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Remlinger said Grey will be working to advance the “Colour In Your Life” brand platform through an integrated campaign. Grey’s first work on that is expected to debut in November.
“We can’t tell you exactly how it [the campaign] is evolving, but we can share that it will have a multi-media approach with print, digital, in-store, social, experiential and contest components, all designed to increase awareness with our millennial target,” Remlinger said.
Grey Canada’s client roster also includes HSBC, Procter & Gamble, Playtex and TBooth.
