Shake Shack sets up shop with Pomp & Circumstance
After an extensive competitive review, Shake Shack Canada has named Pomp & Circumstance its PR firm.
Working in collaboration with Shake Shack’s internal teams, Pomp & Circumstance will oversee all PR strategy and creative development, new Shack launches, as well as ongoing media and influencer relations for Shake Shack Canada.
“We’re eager to bite into what we have planned to support their first Canadian location this year and the many that will follow,” says Lindsay Mattick, co-founder and creative director, Pomp & Circumstance.
With plans for 35 locations across the country by 2035, the QSR’s Canadian debut will begin with a flagship location in Toronto scheduled to open this year. The brand will collaborate with local purveyors and producers to create a Shack experience that’s specific to the Toronto community. The menu will feature signature items including the ShackBurger, Chicken Shack, classic crinkle cut fries, beer, wine and frozen custard.
NKPR adds to roster of hospitality clients
NKPR has been appointed the agency of record for globally acclaimed Chinese restaurant brand Mott 32 for its locations in Vancouver (pictured above) and its soon-to-open Toronto locations. Mott 32 also has locations in Hong Kong, Las Vegas, Singapore, Dubai, Bangkok and Seoul, with more destinations planned.
NKPR will handle media and influencer relations, digital media, strategic partnerships and event management for Mott 32 in Canada.
The agency is also now working with Revery Toronto Downtown, Curio Collection by Hilton. Opening this year, the 224-room hotel is opening in Ontario under the Curio brand. NKPR will support the hotel with media and influencer relations, events and strategic partnerships.
Lastly, NKPR is doing digital media, strategic partnerships, events and media relations for The Imperial Toronto, which will open later this year as the city’s newest event venue and restaurant.
The account wins join the shop’s current hospitality roster of clients including Black+Blue, Laylak Toronto and Oakville, Adrak Yorkville, The Ritz-Carlton Toronto, TOCA, EPOCH, and Freed Hotels and Developments. Other NKPR clients include outdoor lifestyle and equipment company, Arc’teryx, and beverage brands Flow and Candy Can.
Category picks up three account wins
Tech company/verified community marketplace Karrot has chosen Category to support in its North American expansion and storytelling around its Toronto HQ.
Toronto’s Stackt market has selected Category to support national expansion. The PR shop will support the lakefront space with media relations, strategy and thought leadership as the company grows.
Fintech firm, Financeit, has chosen Category as AOR to support all external communications for the brand. Category will support Financeit with strategic media relations, thought leadership and overall brand positioning.
