UPPER CANADA BREWING ADS
By Adnews Staff
The ad camapign currently running for the Upper Canada Brewing Co. is the first done by Bensimon/Byrne since the Toronto agency won the business in February. The campaign uses radio, newspaper and collateral materials with the theme line "A Pigheaded Resistance to Mediocrity." This repalces "Pure Beer Tastes Better" that ran in ads produced by the brewer's previous agency, Toronto-based Ranscombe & Co. The beer company switched agencies because it wanted to do something different, sales and marketing vice-president Greg Cromwell told Adnews this week. Bensimon/Byrne got the account without a review because Upper Canada was impressed with work it has done with other clients, especially W.K. Buckley, he said. Upper Canada markets 10 different brews in North America and Europe.