Second Cup Café, a Canadian staple for over 45 years, has chosen Dreww as its social media agency. Following Foodtastic’s recent acquisition of Second Cup Café from Aegis Brands, Vlad Ciobanu, Vice President of Marketing at Foodtastic, mandated Dreww to revamp and manage the brand’s social media presence across Canada. The mandate includes managing Second Cup Café’s social media platforms and producing photo and short-form video content. With short-form video becoming increasingly important on platforms like TikTok and Instagram Reels, this format will be central to the strategy Dreww will develop for the brand.
The collaboration began with a successful April Fools’ campaign that led Canadian consumers to believe Second Cup Café was launching a dating app called Second Cup Dating. The stunt was brought to life through a video introducing the fictional app, led by Craig Smith O’Callahan, a character created by Dreww for the campaign. The idea generated millions of impressions for Second Cup Café through earned media coverage, with outlets such as Narcity and Nightlife.ca, as well as Paul Arcand’s morning show on 98.5 FM, covering the fake app in the days following its launch.
With this new mandate, Dreww’s team will focus on helping Second Cup Café grow across digital platforms, strengthen its social media presence, and support the brand’s goal of increasing 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 cafés across Canada. The company’s vision is to be the Canadian specialty coffee brand of choice across the country, with a commitment to superior quality, innovation, and profitable growth.
About Foodtastic
Foodtastic is the franchisor of multiple restaurant concepts, including Milestones, Pita Pit, Au Coq, La Belle et La Bœuf, Monza, Carlos & Pepe’s, Souvlaki Bar, Nickels, Rôtisseries Benny, Chocolato, Big Rig, and Bacaro. Foodtastic is a leader in restaurant franchising, with over 650 restaurants and $650 million in annualized sales.
About Dreww
Dreww is a full-service digital advertising agency and multidisciplinary production studio. It is a collective of digital natives working together to propel brands online.
Andrew Johnson
