Proof Strategies has become the Liquor Control Board of Ontario’s (LCBO) first public relations agency of record after winning a competitive RFP process.

Proof’s mandate includes integrated marketing campaigns for the LCBO brand family (LCBO, Vintages and Food & Drink) and its social impact platform “Spirit of Sustainability” as well as support to the LCBO corporate communications office.

Proof tells strategy the term is up to two years, and that it will tap its expertise in strategy, measurement, social media, corporate communications, influencer relations, earned media, social impact and public affairs.

While LCBO has worked with PR firms, including Proof Strategies, on a project-basis in the past, the shop is the LCBO’s first public relations AOR.

Proof Strategies has been working with the LCBO since spring 2022 and has executed several campaigns; this includes the booze retailer’s Pride (pictured), Summer, Fall VQA Wines and Holiday campaigns. Josh Cobden, executive VP, Proof Strategies, says the agency is currently in the midst of planning for the LCBO Spirit of Sustainability platform and Spring 2023.

Work begins immediately, and will be supported by a purpose-built, cross-functional team at Proof.

“At this time, we don’t envision upstaffing beyond this, but if the need arises, we will,” Cobden says.

According to Cobden, the LCBO has a long history as a responsible retailer and wholesaler of beverage alcohol in Ontario and a major contributor to the province through its annual dividend and social impact initiatives. “Proof’s ideal client is one that embraces innovation and leads with purpose, and the LCBO delivers on both.”

“Proof Strategies wowed us with their strategic thinking, highly relevant experience and deep understanding of trust,” said Krista Moriarity, director, integrated marketing, marketing and customer intelligence, LCBO. “Our shared values around excellence, sustainability and integrity make Proof and LCBO like-minded organizations, and we look forward to a great partnership.”

This Spring, LCBO was named to Deloitte’s “Most powerful retailers” list.