Saatchi & Saatchi Toronto’s media neutrality helps win two accounts

Jamaica's Appleton Rum and Kroger Brands U.S.A. join the shop's AOR roster.

Saatchi & Saatchi Toronto kicked the new year off with two new wins. The agency is now handling the US national biz for Cincinnati-based Kroger Brands U.S.A., and has also joined the alcoholic beverage fray, picking up Appleton Rum as the AOR for Canada.

Saatchi Toronto will helm both English and French programs for Appleton, and the win also includes the media side of the account. The Kroger biz does not include media, however, Brett Channer, Saatchi chairman and executive creative director, says, ‘Our approach to media-neutral solutions was a big part of our presentation, and helped us understand the brand, and ultimately win it.’ Kroger advertising will consist primarily of television.