The Garden Wins Carlsberg Canada

//  03.14.24


The assignment features a new product launch, and extends to the Carlsberg family of brands.

The Garden has a little extra hop(s) in its step, after being named agency of record for Carlsberg Canada. The Toronto agency won the business as part of an RFP process that launched last year.

The agency’s first work will be a traditional and social campaign for a new product launch scheduled for spring. The campaign is timed to coincide with Toronto’s fashion week, with creative reflecting that event.

The Carlsberg Group has made fashion one of its marketing tentpoles in recent years, through partnerships with events including London Fashion Week, and Copenhagen Fashion Week involving its 1664 Blanc brand.

According to Chad Abdo, Marketing Director at Carlsberg Group, the beer brand was attracted by not only The Garden’s strategy credentials, but also its creative process and its ability to deliver work rooted in deeper insights and a distinct creative lens.

The Garden’s work with Carlsberg will ultimately expand to include other products in its family of brands.

The team at The Garden boasts a wealth of experience in the beer category, accumulated over many years of combined expertise, says the agency’s co-founder and chief creative officer, Shane Ogilvie. “We couldn’t be happier to be partnering with such an iconic brand and incredible group of people. They have huge ambitions for the Canadian market, and we’re honoured to have been chosen to go along for the ride” he says.

About the Carlsberg Group:
Established in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the leading brewery groups in the world, with an attractive portfolio of beer and other beverage brands. With over 30.000 employees, and with a presence inmore than 125 markets, the Group has a purpose of brewing for a better today and tomorrow. Doing business responsibly and sustainably supports that purpose – and drives the efforts to deliver value for shareholders and society. For further information, visit

About The Garden:
The Garden is one of Canada’s top independent creative and brand strategy agencies, focused on helping brands build stronger, more emotionally-connected relationships with their customers. We believe in the power of brand love and work alongside our clients to help deliver the best possible consumer experiences regardless of the touchpoint. Our client roster includes a group of well-loved brands across multiple industries including: Kobo, Sodastream, Carlsberg, Jack Astor’s, Fitzrovia Real Estate, Bioré (Kao Canada), Goemans Appliances and Royal Victoria Regional Health Centre Foundation.

Beer, Canada, News, The Garden