Instacart, the world’s largest on-demand grocery delivery company, faced an existential threat. When Amazon acquired Whole Foods Market — then Instacart’s primary grocery partner — the predominant narrative across business and tech press was that this development marked the end of Instacart. This challenge was impacting the startup’s ability to raise new funding, expand partnerships, and accelerate recruiting.
Instacart brought in Greenbrier, the crisis communications subsidiary of The Messina Group, whose team has led careers steeped in solving problems, to fix this critical issue and change the story — fast.
Our team placed stories with several top tier media outlets framing a new narrative, that Amazon’s acquisition of Whole Foods was the best thing to happen to Instacart.