FCB Chicago Picks Up More A-B InBev Work with Ritas, MixxTail

Move Is Latest in String of A-B InBev Assignments This Year, Following Bud Light Lime, Michelob Ultra

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Bud Light Apple-Ahh-Rita
Bud Light Apple-Ahh-Rita

FCB Chicago has picked up more work from A-B InBev, a marketer the agency first brought in at the beginning of the year.

The Interpublic agency now will be handling work for the Ritas brands, along with MixxTail. The agency two months ago picked up Bud Light Lime's summer push. It picked up the Michelob Ultra account, which is handled out of its Chicago and Toronto offices, in January.

The company confirmed the move, but called them "projects," though executives familiar with the matter said that the agency will handle work for the brands for 2015 and 2016. FCB referred calls to the client.

The marketer confirmed the launch of MixxTail, a Bud Light extension, last fall, saying that it would launch this spring. Vayner Media handled a debut TV spot for the brand, though a spokesman for A-BInBev didn't detail what the scope of the relationship with Vayner entailed. According to people familiar witht he matter, FCB will handle all work for the brand moving forward.

The Ritas products had previously been handled by BBDO, as had the Bud Light Lime work. BBDO continues to handle Bud Light. The last big marketing push for Ritas launched last summer. A representative for BBDO refered calls to A-B InBev.

New FCB work for Ritas and MixxTail is expected to launch closer to the fall.

It's not clear how much money the new work will produce for FCB, but the addition comes after the agency lost KFC, one of its largest accounts in Chicago, in February.

Contributing: E.J. Schultz

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