Grove Collaborative, often referred to simply as “Grove,” is an online retailer that specializes in providing eco-friendly and sustainable household, cleaning, personal care, beauty, and pet products. The company is focused on offering products that are better for the environment, as well as for the health and well-being of their customers.
They offer a wide range of products that align with their desire for more sustainable choices in their everyday lives.
Grove Collaborative encourages customers to make more environmentally conscious choices by providing innovative and sustainable alternatives to conventional products. They also offer subscriptions, allowing customers to receive their favorite products on a regular basis, reducing the need for single-use packaging and minimizing waste.
The company has a strong commitment to sustainability and has set ambitious goals, such as being 100% plastic-free by 2025 and already being plastic-neutral.
✔ What They Are Looking For
〰️ Strong hooks that will get the target market to stop scrolling: one USP is that it enables you to drink more water, so there’s a lot that can be done there. eg ‘Unlike normal mouthwashes, they actually kill the bacteria that makes your breath smell, rather than just getting rid of the smell’.
〰️ DITL style content/morning routines centering around health.
〰️ US based creators, 18-35, male and female.
✘ What They Aren’t Looking For
〰️ New UGC creators who create pretty content. They are well versed in direct response ads and need expert content that can convert.
👣 Point Of Contact: Emma Boyle, Director of Creative Operations (this is not the best contact, she’s most likely too high up, so dig around some more and use the email format).
💻 Current Creative: Grove Co are currently running 615 ads across Meta. They test a lot, and follow a very typical direct response formula for all of them. They generally focus on the plastic-free eco friendly USPs. If you’re pitching, be sure to have gone through these as you may be pitching something they already running word for word.