Grind, known for its millennial-pink high street coffee shops, closed all of its 11 stores overnight during the first lockdown. Within 24 hours, Grind pivoted its entire business model to D2C compostable coffee pods. R. Agency was set the challenge positioning the brand and founder David Abrahamovitch as credible category leaders.
R. Agency created a challenger story arc with David to take on the category no. 1, Nespresso, by calling out the impact of their aluminium capsules. R. Agency landed The Times, Forbes and The New Statesman, in a series of high-profile interviews.
In less than 12 months, Grind’s D2C sales went from 1% to 50% of the brand’s overall revenue. A £22 million fundraise meant Grind could expand its at-home offering and launch the UK’s first certified Home Compostable coffee pod.