#FIRSTLOOK: ROCK-IT PROMOTIONS ANNOUNCE NEW CLIENT ADDITIONS

rock-it promotions, an award-winning Canadian public relations agency, recently announced a group of new client wins including the city’s latest restaurant venture Bar Prima, Mindful Collective Co., Arcadia Earth Toronto, Truffle Kings, CoComelon Party Time and 1MX, the global Asian music festival coming to Toronto in September. Following previously successful terms, the agency has renewed contracts with illumi, Atelier Munro, Chotto Matte Toronto, and Sun Bum. Paradise Theatre, which was unable to fully launch due to COVID-19, has returned to launch the entire complex and Mary Brown’s Chicken also returns, bringing their recently acquired restaurant property, Fat Bastard Burrito, to join rock-it’s roster.

Bar Prima, the newest restaurant venture by the powerhouse duo chef Craig Harding and chef Julian D’ippolito known for Toronto gems La Palma and Constantine, joins the agency for their official launch. Scheduled to open its doors in the Queen West neighborhood this fall, Bar Prima is set to become an instant classic with elevated Italian cuisine and a luxurious atmosphere that will evoke a sense of timelessness and nostalgia. rock-it will manage all publicity leading up to the launch as well as event management for the grand opening party.

“We are thrilled to introduce Bar Prima to Toronto and can’t wait for the city to experience our latest creation,” says chef Craig Harding, Culinary Director of La Palma and Founder of Constantine. “rock-it promotions has a long history of incredible restaurant launches in the city so we’re excited to make some magic with them for the grand opening this fall!”

Mindful Collective Co., parent company to sister brands B Yoga and Halfmoon, has selected rock-it to lead its Canadian PR efforts as both brands undergo some exciting changes in 2023. B Yoga, founded by Andrea McKay and known for their elevated fitness and yoga essentials, continue to move the needle with products that are both innovative and high performing. Created over 30 years ago, Halfmoon is rooted in their legacy of creating yoga and meditation goods that are beautifully designed to hold and comfort people on their mindfulness journeys. The brands have tasked the agency with upcoming announcements and increasing overall awareness of their products and presence in the Canadian market. rock-it will handle all communications efforts including strategic direction, partnerships, media and influencer activations as well as day-to-day media outreach.

This fall, rock-it will support the launch of Toronto’s newest immersive experience, Arcadia Earth, which is set to bring their unique journey to the highly anticipated mixed-use development The Well, in the heart of the city. The exhibit will feature a unique combination of art installations, augmented reality, VR and projection mapping, scent technology and robots to address the most pressing environmental issues of our time. rock-it will manage all media relations leading up to and following the grand opening, along with strategic planning for paid media buys, influencer relations and event support.

CoComelon Party Time, a hugely successful interactive experience for children based on the hit TV show, will make its Canadian debut on July 20 at Toronto’s Arcadian Court. The agency has been selected to work with CoComelon Party Time, spearheading the overall brand communications including events, local activations, brand partnerships, influencer engagement and national media relations.

Recently, rock-it supported the world debut of Truffle Kings, an online wholesale market for chefs, specializing in weekly fresh truffle supply, truffle-infused products and other fine foods. The agency led the national communications efforts around the launch, which culminated with a dreamy VIP brunch and preview at the Hazelton Hotel integrating the line of products into world-class dishes prepared by Executive Chef Darby Piquette.

International traveling music festival 1MX makes its Canadian debut this year in Toronto at Budweiser Stage on Sunday, September 10. The festival shines a light on the music that defines Asian youth culture and will feature Dabin, UMI, Ben&Ben, thuy, Guapdad 4000, BGYO, Justin Park, DJ Tilt, DJ Jayemkayem and DJ Hedspin. Event producers MYX Global and ABS-CBN have tasked rock-it with ideating and executing the PR strategy, which will involve promotional media and influencer relations and the on-site experience for accredited guests.

Continuing with the agency are Paradise Theatre, illumi, Atelier Munro, Chotto Matte Toronto, Sun Bum and Mary Brown’s Chicken (including sister brand Fat Bastard Burrito). Additional current clients on rock-it’s roster include RBC and Peloton.

Paradise Theatre returns to rock-it, who launched the venue back in 2019, before having to intermittently shut its doors repeatedly due to COVID-19. The two are joining forces once again to reintroduce the entire Paradise Theatre complex to the city, which is now fully open and includes Osteria Rialto, Café Paradise, Bar Biltmore and Blue Door Wine Shop and the heritage venue Paradise Theatre.

illumi – A Dazzling World of Lights, originally launched in Toronto in Fall 2022, continues to spread its magic all summer long by popular demand until September 3, having captivated more than 300,000 guests so far with a nocturnal journey created with 20 million lights in 14 stunning universes. rock-it will support all communications efforts including media and influencer relations as well as event support for the largest lights, sound and multimedia show in the world.

Following the launch of their Canadian flagship location in Toronto’s Yorkville neighbourhood, Atelier Munro will continue its expansion across the country, starting with a new store set to launch in Calgary in fall 2023. rock-it has been tasked with supporting national media relations including strategic event support, amplifying the brands existing retail locations as well as the launch of new flagship stores and pop-up activations.

Chotto Matte Toronto has extended its contract for the fifth consecutive year, entrusting the agency to continue amplifying the restaurant’s position as one of the top destinations for Nikkei cuisine in the heart of downtown. rock-it will maintain all day-to-day media relations efforts, strategic partnerships, event support and influencer relations.

International sun care and beauty brand, Sun Bum, has also committed to another year with the agency following two successful years of representation. rock-it will continue to create awareness for Sun Bum’s products in the Canadian market, maintaining all communications efforts, supporting with media and influencer events and managing partnership opportunities.

Mary Brown’s Chicken has renewed its annual retainer with the firm and expanded its mandate to include sister brand Fat Bastard Burrito. As Agency of Record, rock-it manages publicity around all store openings across Canada, product launches, Mary Brown’s five-year partnership with the Toronto Blue Jays and both brands’ extensive CSR work, amongst other initiatives. The agency has also been handling media relations for Mary Brown’s inaugural Tasty Mix – an initiative that supports emerging Canadian DJs through exposure and mentorship.

“We are incredibly energized as we celebrate some really exciting wins,” says Debra Goldblatt-Sadowski, CEO and Founder of rock-it promotions. “We’re so happy to continue working with brands that we feel passionate and confident about. It’s a very fulfilling time for our team.”