Client: Grovy
Vertical: Quick commerce/grocery delivery
Type: One-off PR campaign
Focus: €3M raise for quick commerce startup
Timeline: December 2021
HQ: Frankfurt, Germany 🇩🇪
The Challenge
In late 2021, the quick commerce space was bursting at the seams. With players like Deilveroo, Getir, Gorillas, Flink, Glovo, and Wolt dominating headlines and investor attention, Grovy, a new player out of Frankfurt, needed to break through the noise of a saturated market.
What made Grovy different?
- A strategic focus on Eastern Europe, rather than oversaturated Western capitals.
- A commitment to sustainability and employee wellbeing, in contrast to the “growth at all costs” model that other players were pushing.
The height of the quick commerce craze
Our Approach
We crafted a clear, contrarian narrative to help Grovy stand out in a hyper-competitive landscape. We positioned them as the sensible alternative: quick grocery delivery with long-term thinking. That story caught the attention of some of the most influential voices in tech media.
Grovy was the David fighting Goliaths. It cared about the environment more, about customer satisfaction with crazy attention to detail. And it had a plan focusing on Eastern Europe.
Results
We got our her piece TechCrunch exclusive: “Fast groceries startup Grovy hopes Eastern Europe and sustainability will set it apart”, written by: Mike Butcher.
Additional Coverage
- EU-Startups: Covered Grovy’s €3M raise and mission-first approach
- The Recursive: Focused on regional expansion into Romania
- ESM Magazine: Covered ambitions across Central and Eastern Europe
Impact
While Grovy ultimately didn’t go the distance (and quick commerce as a whole struggled with structural changes), the campaign played a vital role in building early momentum. The TechCrunch piece created real buzz in investor circles, for which the client thanked us, and helped set the tone for a brand doing quick commerce differently.
Not every startup makes it, but in a crowded, noisy market, we made sure Grovy was seen, heard, and seriously considered.
Want to see more case studies from Black Unicorn PR? Check these out!
