Ontario’s liquor retailer, the LCBO, has picked lg2 as its new AOR following a competitive agency review.

The mandate is broad, including brand and advertising strategy, promotional work, branding and retail design for LCBO, the high-end brand Vintages as well as its Food & Drink magazine and social responsibility.

Since 2016, the work had been divided between two agencies, with KBS handling advertising for LCBO’s in-store promotions and Bensimon Byrne overseeing brand work, such as corporate social responsibility.

“Lg2’s commitment to bold and dynamic ideas, along with impressive experience across a multitude of industries, made them the perfect partner to help write LCBO’s next chapter as a best-in-class and responsible beverage alcohol retailer,” said Kerri Dawson, vice-president, marketing and customer intelligence, in a release.

While the LCBO had held an almost monopolistic control of liquor retail in the province, it’s also an active marketing operation with a steady stream of marketing communications and monthly promotions.

In terms of handing the workload, lg2 Toronto president Gayton said the agency will be “rounding out some capabilities” but will not have to add anything new to its team of 30 people, which includes advertising, branding/design and production expertise.