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Scratch wins Royal Unibrew account

Danish brewery Royal Unibrew has retained Scratch of Toronto to develop a North American communication strategy for its Faxe Premium brand of beer. Two other unidentified Toronto-area agencies also made the brewery’s short list for the account. The goal of the strategy is to boost sales of the brand. “The challenge will be to develop a strategy that works for both Canada and the United States,” said Elan Packer, a partner at Scratch. “The markets are obviously different and will require consistent messaging with multiple executions.” The agency’s work will form the basis for a new marketing campaign in 2007.

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