Grind
Service
Founder Profiling, Corporate PR
Industry
D2C, Consumer Packaged Goods
(Overview)
Grind, known for its millennial pink coffee shops and D2C home compostable pods, briefed R. Agency to raise the voice and profile of its Founder and CEO David Abramovich. R. Agency crafted a challenger strategy, making direct comparisons to Nespresso whose aluminium pods take 500+ years to break down, whilst telling the story of sustainable business growth at Grind.
(Project Details)
The coffee pods category is dominated by behemoth Nespresso, whose aluminum pods account for four in every ten sold. In landfill, aluminium pods take more than 500 years to decompose, and even when recycled, the process is very energy intensive. Grind’s coffee pods, conversely, are fully compostable even at home. Using this story arc, R. Agency crafted a challenger strategy positioning Grind as a sustainable trailblazer with David at the helm. This strategy informed thought leadership talk tracks, which played out across David’s socials and earned media. In the following months, R. Agency worked with David to further develop his thought leadership approach, continuing to position him as a disruptor at the forefront of sustainability in coffee.
In 2011, fresh out of University, David Abramovich turned his father’s old mobile phone store into a coffee shop called Shoreditch Grind. In the years that followed, the shop became a chain and was known for its millennial pink branding. Ten years on, and accelerated by the pandemic, David recognised the opportunity to create a D2C coffee business - featuring compostable pods - not widely available elsewhere in the market. With a £22m Series A complete, R. Agency was briefed to raise the voice of founder and CEO David Abrahamovitch and spotlight his success in growing Grind into the world's leading challenger coffee brand.
Results
David has been profiled across top-tier international titles, including personal profiling in The Times, Forbes, and The News Statesman. In the 12 months following the introduction of compostable pods, Grind’s D2C sales rose from 5% to 50% of the brand’s overall revenue. David was recently awarded the prestigious Innovator Of The Year award by Restaurant Marketer and Innovator.
