Who: The Beer Store, with King Ursa for creative and strategy; Partners Film for production (directed by Ben/Dave); School and Alter Ego for post-production; Vapor for audio; and OMD for media.

What: A new campaign for Ontario’s beer retailer on the “Whatever the case may be” platform, launched last year to remind consumers that The Beer Store has the right beer for any occasion.

When & Where: The campaign launched just ahead of the May long weekend, and will run through the summer. The TV is being supported by digital ads running across Meta, programmatic, out-of-home and The Score.

Why: While alcohol sales in Ontario remain fairly tightly controlled, The Beer Store has enjoyed a uniquely privileged mandate for decades. But new competition has arrived in recent years, so The Beer Store launched the platform to emphasize wide selection and service. Last year, the emphasis was on service and selection. This year, it’s on value and convenience.

“The Beer Store has been proudly serving the people of Ontario for over 95 years, delivering the best value and selection of cold beer all the while being deeply committed to our local communities,” said Ozzie Ahmed, vice-president of retail at The Beer Store. “With over 420 locations across the province, we have a store near you! Our incredible employees are eager to serve Ontarians with the best value we can. Who doesn’t want to save money on beer, right?”

How: In three 15-second spots, customers use lyrical wordplay to explain how they found the right beer at The Beer Store in hometowns across the province. “The deals are always ragin’ in Bobcaygeon,” says one woman for example, and “You can always find something new in the Soo,” says a man preparing a campsite, and “the deals in Beaverton are damn good,” adds anther.

Each spot ends with a Beer Store employee delivering the campaign tagline: “More value. More convenience.”

And we quote:  “From Sarnia to Red Lake (535 km northwest of Thunder Bay), nobody comes close to covering the geography The Beer Store does, and we wanted to have fun with that. So, whether you’ve lived in one of these towns your whole life or have ventured to a beautiful corner of the province, you’re likely to find a Beer Store close by.” —Grant Cleland, executive creative director, King Ursa