Pearl Morissette hires Mackie Biernacki
Pearl Morissette, a winery based in Jordan, ON, has retained Mackie Biernacki of Toronto as its advertising agency of record. According to the agency, it will work to develop branding for the winery based on its traditions and standards. As part of the assignment, the agency has created a new website for Pearl Morissette at <http://www.pearlmorissette.com>. In addition to product information, the site incorporates a new loyalty program called the Black Ball Wine Society. Participants in the program will receive access to a private area of the site containing various special offers.
"We chose to work with Mackie Biernacki because they had the greatest sense of who we are and the direction we want to take," said Milton Mednick, general manager of Pearl Morissette. "In fact, we told them that we hated the 'brand' word, and they didn't shudder."