Meeting the evolving needs of Grove from market strategy to in-market reality
Grove Collaborative, a sustainable products e-comm company, asked MPG to develop a retail go-to-market strategy for their new Grove Co. brand.
This is the journey of our partnership.
STRATEGIC PLANNING
Our first steps together with Grove Collaborative began with the MPG Consulting and MPG Strategic Marketing & Communications teams. Together we developed an exclusive launch strategy for Target that included sell-in concepts and display creative for optimal in-store execution.
TARGET EXCLUSIVE LAUNCH
From end caps to in-line displays, social and weekly inserts, the brand was supported throughout the path to purchase to ensure customers were made aware and inspired to buy.
IDENTIFYING MEANINGFUL INSIGHTS
We were then engaged to measure results and understand category dynamics, which substantiated expansion within Target, as well as at additional retailers.
ENABLING RETAILER EXPANSION
The Target success and proof points allowed for expansion across retailers and channels. Grove Co. can now be found at the following retail partners:
A DEEPER RELATIONSHIP
Our successful partnership led to the launch of a second brand from the Grove Collaborative portfolio.
Peach not plastic™ became a #1 new release on Amazon.
Our partnership has evolved and continually expands as we travel along the PATH FORWARD
Strategize
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MPG advisorship on omnichannel expansion of Grove Co. to retail
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Engaged to measure results of Target partnership and understand category dynamics in Household Cleaning and beyond
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Team builds out roadmap and launch plan for peach, not plastic™ brand on Amazon
Sell
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Broker of Record for Target, Grove’s initially exclusive retail partner
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Team works to selectively and strategically build additional retail partners for Grove Co.
Share
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Supports concepts and creative for initial sell-in through final execution
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Retained as Grove's retail marketing and shopper AOR and continues to help along the path to purchase