“Their understanding of our vision and how to communicate it through PR has been invaluable. We trust The Atticism to represent our story with authenticity and heart.”

— Steven Fadda, White Rabbit Group

White Rabbit Group: Crafting Café Culture with Premium Purpose

Client Since: 2017 (on-and-off partnership)

Project Type: Multi-location Launch PR, Brand Storytelling, Media Relations

Client Overview

The White Rabbit Group is renowned for redefining Sydney’s café and bakery experience. With a “quality-obsessed” approach and a philosophy centred on wholesome, premium ingredients, they’ve built a loyal following through thoughtful venue design, curated supplier partnerships, and food that’s both comforting and elevated.

Founded by Steven Fadda, Andrea Di Mango and Daniel Antouny, the group has steadily expanded, culminating in the opening of their fourth location in Marrickville—an iconic Inner West neighbourhood that aligns perfectly with their community-focused ethos.

Our Role

The Atticism has partnered with White Rabbit Group for over seven years, assisting with multiple venue openings, brand positioning, and media engagement campaigns. Most recently, we were engaged to manage PR for the launch of White Rabbit Marrickville, a major milestone that transformed the beloved former West Juliette Café site into a new flagship experience.

From announcement press to editorial placements, community-driven storytelling and media tasting activations, we ensured White Rabbit’s newest venue was introduced with the same care and quality that defines their brand.

Scope of Work

• Venue Launch PR – Comprehensive PR campaign for the Marrickville location, securing press and influencer attendance

• Media Relations – Editorial features and local coverage across food, lifestyle, and hospitality publications

• Story Development – Crafting narratives that highlight White Rabbit’s ethos of scratch-made, high-quality fare

• Brand Advisory – Ongoing messaging and brand voice alignment with key founders and stakeholders

Impact

The Marrickville launch generated buzz across Sydney’s food scene, reigniting public and media interest in the group’s thoughtful approach to café dining. With continued press attention, growing foot traffic, and positive reception across digital and print media, White Rabbit reaffirmed its place as one of Sydney’s most trusted hospitality names.

As the White Rabbit Group continues to grow, The Atticism remains a proud partner in ensuring each new chapter is shared with clarity, care, and creative edge