MFP Wins Mike’s Hard Lemonade

BOSTON Margeotes Fertitta Powell said it has won Mike’s Hard Lemonade following a review.

The client spent slightly less than $15 million on ads last year, per Nielsen Monitor-Plus.

New York-based MFP, a unit of MDC Partners, succeeds Interpublic Group’s McCann Erickson in San Francisco on the brand. MFP bested McCann and independent Butler, Shine, Stern & Partners in Sausalito, Calif., in the review’s final round, per sources.

Michael Kantrow, CEO of MFP, said, “This is a unique and iconic brand. It’s not often in this business that you encounter a blue-chip client with a brilliant team that sets itself far apart from both new and established competitors. We intend to help bring the Mike’s phenomenon to the next level.”

“MFP was the challenger in this pitch, but they proved to us that they were exactly the right agency and partner for Mike’s,” said Anthony von Mandl, founder of Mike’s Hard Lemonade, in a statement. “We’ve always challenged the conventions of our category, and breaking the mold in marketing requires the kind of insight, thinking power, passion for the Mike’s brand and breakthrough creativity that MFP team demonstrated.”

After splitting with Godiva and SunCom last year, MFP has picked up several pieces of business, including Christiania Vodka and the MSG cable network.