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James Ready Brewing hires Cundari

James Ready Brewing has retained Cundari of Toronto to create an interactive promotion called “The Monkey Generator.” The project is intended to be a Web-based counterpart to the company’s current television campaign, which broke on May 15. The TV creative features a monkey. The Web promotional allows visitors to the site to add a friend’s face to one of several monkey pictures and email the result to that person. The online initiative began on Monday. “We liked Cundari’s thinking,” said Ray Gracewood, brand manager at James Ready Beer. “They reacted quickly with a creative and measurable online strategy to extend the impact of our television spot through online integration which will generate will generate awareness, and word of mouth for the brand creating a groundswell on many levels.”

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