DAVIDsTEA: INCREASING NATIONAL AWARENESS

When DAVIDsTEA opened its first location in 2008 on vibrant Queen St. W. in Toronto, the vision was to make loose leaf tea accessible to everyone and to create a friendly environment within a colourful and modern store.  The success of the first store led to more openings and aggressive growth plans. To support that growth, DAVIDsTEA brought NKPR on as a partner and agency of record to manage all strategic PR initiatives.


THE CHALLENGE:

To increase awareness among target consumer groups on a national level and in select local markets, driving sales and supporting expansion.


WHAT WE DID:

  • Built a robust media relations strategy focused on generating a steady stream of national and local press by hosting targeted media preview events, store openings, national media tours, and generating deeper feature profiles
  • Through an understanding of what resonates in local markets, developed strategic event and partnership opportunities to align the DAVIDsTEA brand with other influential, fun, authentic and fashionable brands
  • Supported the brand in launching their first North American philanthropic partnership with ME to WE, generating widespread awareness and prominent coverage with key target outlets including CBC The Exchange, eTalk, Best Health, LOULOU, Marketing Magazine etc.

RESULTS:

  • Over the past five years, NKPR has earned over 685 million media impressions via 1,450 pieces of coverage for DAVIDsTEA increasing widespread national awareness for the brand, which has rapidly expanded its consumer presence and cult loyalty
  • Put DAVIDsTEA in the hands of notable celebrities and leveraged the brand’s engagement with celebrities and influencers such as Adrien Brody, Brendan Gleeson, Paul Haggis, David Cronenberg, Hannah Bronfman, Kreesha Turner to name a few
  • From the time that NKPR was brought on as agency of record, DAVIDsTEA has grown from 70 to 202 stores

We at DAVIDsTEA have had the pleasure of working with NKPR for the past 5 years. The team has been instrumental in expanding the awareness of the DAVIDsTEA brand in Canada. They’re a committed and creative group of PR pros, and their passion for the DAVIDsTEA brand and our business is showcased by the PR coverage we’ve received over the years.
Melanie Barbusci, Director, Customer Engagement at DAVIDsTEA
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