Labatt Reshot Its Entire Summer Campaign Mid-Lockdown Without a Budget

Canadian beer brand shows consumers the way to fake the lake

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Memorial Day Weekend means a lot of things to a lot of people, but for those in the Great Lakes region, it means one thing: lake time. And beer.

For Canadian beer brand Labatt Brewing Company, a smaller brand that’s most popular around those big, cold bodies of water, its summer marketing campaigns have been invoking life at the lake for years. But like everything else, that’s going to look different this year.

On March 13, the same day that President Donald Trump declared a national emergency due to the novel coronavirus pandemic, Labatt’s creative agency Burns



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