Anomaly has been named lead creative agency for Bud Light in Canada, giving the shop its first crack at the brand after handling Budweiser in the U.S. and globally for nearly two years. The agency, which will handle the account out of its Toronto office, replaces Grip.
"Anomaly 's energy, insight and momentum will be a great addition to the growing Bud Light brand," Todd Allen, marketing director for Bud Light at Labatt Breweries of Canada, the Canadian division for Anheuser Busch-InBev brands, said in a statement. "The decision to engage Anomaly followed one of Labatt's regular reassessments of its various advertising suppliers and was based on the agency's strong strategic planning, creative development and connection planning."
Grip remains the agency for a handful of other Labatt Breweries-run brands, including Stella Artois and Michelob Ultra. The agency declined to comment on the Bud Light loss. Franke Rodriguez, president, Anomaly Toronto, said in a statement that the shop was looking forward to "delivering breakthrough, engaging campaigns for Canadians." People familiar with the matter said another agency, Taxi, also participated. Taxi did not respond to a request for comment.
While Bud Light's biggest market by far is the U.S., it has a significant presence north of the border, ranking as Canada's sixth-largest beer with 4.9% share in 2011, according to Euromonitor International. The largest Canadian beer is Budweiser, followed by Coors Light, Labatt and Molson Canadian, according to Euromonitor. Overall, Bud Light is sold in 21 countries, but the brand does not get nearly the amount of attention elsewhere as it does in the states and Canada.
Anomaly first made its way onto AB-InBev's roster in late 2010 when it began working on Budweiser in the U.S., launching the "Grab some Buds" campaign. The shop eventually replaced Omnicom DDB as the U.S. agency of record for the brand and has added significant global Bud work, which comes as the brewer is putting a significant push on the brand in foreign markets. Anomaly opened its Toronto office earlier this year, with Bud as the only client. The Toronto office has since added the Mini Cooper car account for Canada.