Craft Public Relations has been named Moosehead Breweries’ new public relations agency of record, as the brewer prepares to celebrate its 150th birthday next year.
Craft, which won the account after a competitive bid, will provide media and influencer relations, event management and strategic communications planning support for Moosehead.
PR for Moosehead was previously handled in-house.
Craft will support the full roster of Moosehead brands including partner brands such as Hop City, Samuel Adams and Estrella Damm.
The St. John, NB-based independent brewery’s birthday celebration in 2017 coincides with Canada’s 150th.
“We have a year of incredible storytelling ahead of us, and so we were looking for powerful and passionate storytellers. We found that in Craft,” said Deanna Lichty, senior director of marketing for Moosehead, in a statement.
Moosehead is the latest client win for Craft, which was founded almost a year ago by Lisa Pasquin, a former group manager and vice-president at Veritas Communications.
The agency’s client roster also includes Nintendo, Metroland, Tetley, Clover Leaf and GE Appliances.
Though Craft doesn’t have Moosehead’s history, “we share their values: fierce independence, a passion for quality and a willingness to persevere,” said Pasquin in a statement. “We couldn’t be more excited by this win.”
Craft currently has four full-time employees and is recruiting for several open positions, said Linda Yahya, manager at Craft.
Last year, Moosehead hired Taxi 2 as its advertising agency of record, replacing Sid Lee. Taxi 2’s first campaign for the brand launched in June and celebrates Moosehead’s perseverance.
