MOOSEHEAD PROMOTED IN QUEBEC
By Adnews Staff
Moosehead Breweries Ltd. of Saint John, NB has entered the Quebec market. The brewer's Moosehead lager has been available on tap in some bars and restaurants since early October. It will be distributed to grocery stores this week. It will be brewed by McAuslan Brewing. Moosehead acquired 45% of McAuslan in 2000. The beer's introduction will be supported with a radio and outdoor advertising campaign created for the Quebec market by Armada of Montreal. Two 30-second radio commercial will break on Montreal station CKMF on Nov. 4. The ads will depict two men in holiday situations. The tagline is, "la saison est overte" (the season is open). Billboard advertising will begin on Nov. 18. The first execution shows a Moosehead bottle extending beyond the borders of the billboard. The second ad shows the same creative scaled down to fit on the billboard. Public relations for the introduction of Moosehead in Quebec are being handled by Robin Palin Public Relations of Montreal.