Big Rock to design national profile

Article Abstract:

Big Rock Brewery of Calgary is collaborating with Parallel Strategies for the design of an aggressive national marketing strategy. The brewer, which presently sells 85% of its natural, crafted brews within Alberta, intends to maintain its image of a small brewery producing a quality product. The assignment, meanwhile, calls for Parallel to create a strategy that continues to rely on the kind of grassroots, community-based marketing rather than big, splashy magazine or TV ads. Recently appointed general manager Andrew Jones and manager of marketing and communications Janine Calb will work with the agency to establish a national profile for the craft beer.

Beer & Other Malt Beverages, Breweries, Contracts & orders received, Campaigns, Advertising Activity, Malt beverages, Big Rock Brewery Ltd., Article, Parallel Strategies

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Sun jumps on Herald's ad 'mistake'

Article Abstract:

The Calgary Sun has launched a direct marketing campaign aimed at Calgary Herald's advertisers by cashing in on its competitors advertisement. The Herald's 'No Time to Read' advertisement was launched in mid-Mar 2000 and will continue until the end of May. Convinced that Herald is making a big mistake, the Sun is sending out brochures advising advertisers with 'Don't waste your time and money on advertising that nobody is looking at!'

Newspaper Publishers, Newspapers

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Weston bakes up new branding idea

Article Abstract:

Weston Bakeries Ltd, a unit George Weston Ltd of Toronto, Ontario, intends to increase its sales in the food services sector by supplying its branded products to companies that cater to corporate cafeterias, hospitals, airlines and other public institutions. The company, the biggest fresh bakery operation in Canada, believes that the food service industry offers substantial opportunities for growth for the baking sector.

Weston Bakeries Ltd.

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