Montreal, Quebec, May 18, 2026 – Andrew Johnson, Founder and President of Dreww, is featured in a new episode of Un café avec Judith Fetzer, where he discusses the thinking behind the recent Lafleur stunt that caused major reactions online, along with his broader views on attention, controversy, and brand building in the internet age.
A central part of the conversation focuses on Lafleur’s recent announcement of the “death” of Lucie, the brand’s viral social media character. The stunt generated strong reactions across Quebec after Lafleur announced the metaphorical end of the character, before launching Les Auditions Lafleur, a live social media casting show inviting Quebecers to help choose the next face of the brand.
In the episode, Andrew explains how moments like this are built, why they create discussion, and what brands can learn from the way people react to stories, tension, and controversy online. The conversation also looks at Lucie’s role in Lafleur’s social media presence since 2022, where the character became widely recognized in Quebec through her humour, personality, and signature greeting, “Salut mes p’tites frites!”
Andrew also shares how the book Trust Me, I’m Lying: Confessions of a Media Manipulator by Ryan Holiday shaped his understanding of how the internet works. He explains how the book helped him better understand the relationship between media, outrage, attention, and brand visibility, and how controversy can be used intentionally when it is grounded in a clear creative strategy.
Hosted by Judith Fetzer, the episode goes beyond the Lafleur campaign to explore Andrew’s unconventional path into marketing, from making ski videos as a teenager to building Dreww into a Montreal-based growth marketing agency. The discussion covers how Andrew first started to understand the mechanics of the internet before entering the agency world, and how that shaped Dreww’s audience-first approach to social media.
Andrew also revisits the story of how he first became involved with Olivier Primeau, including the Kylie Jenner stunt that helped put Olivier on the map overnight. The announcement generated more than 800 articles in over 20 countries within 24 hours, showing Andrew firsthand how attention and media momentum can be used to build a brand at scale.
The episode also touches on Dreww’s work with Mélissa Lambert of Lambert Bags, where Andrew and his team helped the brand navigate one of the biggest shifts in social media: Instagram’s move away from static photo-based content and toward short-form video. This work became another important example of how brands need to adapt quickly when platforms change, and why understanding internet culture is now central to building modern brands.
Together, these stories show how Andrew’s view of marketing has been shaped by a simple idea: brands that understand how attention moves online can create moments that travel far beyond their own channels.
The full episode is now available on Spotify, Apple Music, and Youtube.
About Dreww
Dreww is a growth marketing agency based in Montreal. Founded by Andrew Johnson, the agency helps B2C and B2B companies turn social media, content, paid media, websites, and CRM into measurable growth. Dreww is known for building bold marketing strategies that help brands earn attention, create demand, and drive revenue.
About Andrew Johnson
Andrew Johnson is the Founder and President of Dreww, a Montreal-based growth marketing agency known for helping brands earn attention, create demand, and drive measurable growth. His work sits at the intersection of internet culture, social media content, paid media, and brand strategy, with a focus on helping companies understand how attention moves online.
About Un café avec Judith Fetzer
Un café avec Judith Fetzer is a French-language podcast hosted by Judith Fetzer that explores entrepreneurship, leadership, personal growth, and the human side of building a career or business. Each week, Judith sits down with entrepreneurs, experts, and leaders to discuss their strategies, turning points, challenges, and lessons learned.
Olivia Rijntjes
