Liquor Control Board of Ontario Names Cossette as Creative Agency of Record

Cossette has been named creative agency of record for the Liquor Control Board of Ontario (LCBO), following a comprehensive RFP process. The LCBO is a government enterprise, responsible retailer and wholesaler of beverage alcohol, supporting local communities and delivering value to Ontarians.

“The Cossette team really stood out as they understood our market and how to create remarkable experiences for our customers, and they’re committed to working in tandem with our internal creative team,” says Vanda Provato, chief marketing and digital officer, LCBO. “We look forward to creating world-class campaigns that help deliver on our brand promise: Perfect choices made easy. Moments made great.”  

The beverage alcohol market has evolved over the past several years, and consumer expectations about brands and the industry are rapidly changing. Together with Cossette, the LCBO will respond to trends and consumer preferences, with a focus on responsible consumption and lighter choices, value-based purchases, and a demand for purpose-led brands making an impact through sustainable practices. 

“We’re excited to be working with the LCBO as it adapts to changes in the beverage alcohol industry, customer demands and the digital landscape,” says Kathy McGuire, SVP and GM, Cossette, Toronto. “As leaders within the creative marketing space, Cossette will leverage its knowledge of the wine, beer and spirits categories, where we have insight and a deep understanding of consumer behaviour.”  

To learn more about the LCBO, visit here.