Launch of Mad Radish

In March 2016, David Segal – the founder of DAVIDsTEA – left the company, ready to bring the category-disrupting innovation he had applied to tea to fresh fast food. In July 2017, two locations of Mad Radish – the realization of that vision – opened in Ottawa with a simple mission: make food that tastes as great as it makes you feel. Craft was tasked with introducing the brand to Canadians – not only in Ottawa, but from coast-to-coast. In the weeks leading-up to launch day, Craft introduced Ottawa, and the country, to Mad Radish through a national media exclusive, national and local media relations efforts and a celebratory launch party and ribbon cutting ceremony with Ottawa mayor, Jim Watson. The results? 31 million media impressions nationally, including an exclusive feature on Mad Radish in the Globe and Mail that landed on the day Mad Radish opened. We dominated the news in Ottawa, including page A1 placement in the Ottawa Citizen and Ottawa Business Journal, a live segment on CTV Morning Live and a print piece in Ottawa Magazine. Just over a year after that opening, Mad Radish has doubled its number of locations, including opening its first Toronto location in October 2018.

Recognition

  • Canadian Public Relations Society (CPRS): Gold, Best Use of Media Relations (under $50,000)
  • International Association of Business Communicators (IABC): Award of Excellence, Media Relations with Budget up to $50K