Second Cup Café selects Dreww as its social media agency
April 7, 2022
Founded in 1975 as a kiosk in a shopping mall, selling only whole bean coffee, Second Cup Café has become the largest Canadian specialty coffee retailer. Striving to be the best, Second Cup Café puts its coffee at the core of the business, focusing on quality, innovation, and creating an individual experience for its customers.
With the recent acquisition from Aegis Brands by Foodtastic, Vlad Ciobanu, Marketing Vice President at Foodtastic had mandated Dreww to revamp and take over all social media management for the brand across Canada. This entails managing their various social networks as well as producing photo and short-form video content. With the importance that short-form videos have taken on apps such as TikTok and Instagram Reels over the past year, this format is an integral part of the strategy that Dreww will be implementing through their collaboration with Second Cup Café.
Their collaboration began with a very successful campaign: An April Fools’ stunt which consisted of tricking the Canadian consumers into thinking that Second Cup was launching a dating app called Second Cup Dating. This stunt was propelled online via a video that pitched the concept of the app with a fictional character Dreww created called Craig Smith O’Callahan. This April Fools’ joke generated millions of impressions for the Second Cup brand due to earned media coverage. Media outlets such as Narcity, Nightlife.ca, Paul Arcand’s 98.5 FM morning show among others spoke of the fake app in the days following its announcement.
Dreww’s team is focused on the common goal of propelling Second Cup Café across multiple digital platforms while growing their market share from coast to coast.
About Second Cup Café
Founded in 1975, The Second Cup Ltd. is a Canadian specialty coffee retailer operating franchises and company owned cafes across Canada. The company’s vision is to be the Canadian specialty coffee brand of choice across Canada, committed to superior quality, innovation and profitable growth.
Foodtastic is the franchisor of multiple restaurant concepts including, Milestones, Pita Pit, Au Coq, La Belle et La Boeuf, Monza, Carlos & Pepe’s, Souvlaki Bar, Nickels, Rotisseries Benny, Chocolato, Big Rig and Bacaro. Foodtastic is a leader in the restaurant franchising business with over 650 restaurants and $650 million in annualized sales.
Dreww is a full-service digital advertising agency and multidisciplinary production studio. It’s a collective of digital natives, all working together to propel brands online.