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James Ready conducts Ontario radio campaign

Beer brand James Ready has begun a new radio advertising campaign in Ontario. The campaign, developed by Extreme Group of Toronto, consists of two commercials promoting a one-dollar-off discount offer on the brand. The first ad depicts a grandmother saying, "Hey Sonny. Why don't you go buck off?" The second ad will be released in August. "JR is the beer of the people, and our work had to ring true in places like St. Catharines, Kitchener-Waterloo and London," said Extreme Group creative director Phil Sylver. "So we took an entertaining approach that this crowd would appreciate and remember when it came time to picking up their next case of beer." Additional campaign elements, including special packaging and social media activities, will be released over the summer. James Ready is produced by Moosehead Breweries.

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