Door to Door Organics | Announcing the Merger of Two Online Grocery Industry Leaders

  • Challenge

    Announce a company merger before a new brand or product offering was solidified

  • Solution

    Garner interest in the overall merger first while laying the groundwork for a phase-two story

  • Results

    Exceeded media relations goals with minimal negative positioning of the announcement

Challenge

Colorado-based Door to Door Organics (DTDO) looked to GFM to provide support for the announcement of its merger with Virginia-based Relay Foods prior to the combined brand being ready to go to market. GFM was charged with developing a comprehensive internal and external communications plan against a rapidly changing announcement timeline.

Solution

The merger announcement ultimately became a “Phase I” PR strategy based on the fact that only certain details about the merger and resulting company would be available at the time. GFM then outlined a “Phase II” plan for when more substance could be shared with media (e.g., new company name, branding, customer rollout and expansion plans).

Phase I goals were determined after GFM presented three distinct communications scenarios to DTDO and Relay Foods regarding whether or not to pursue an aggressive, proactive media relations effort once the merger agreement was signed. Each scenario was presented with critical components for success and anticipated pros and cons. Once GFM secured buy-in for the proactive PR strategy, the team was tasked with setting measurable goals for each audience impacted by the merger. Key objectives included securing at least one trade story and three national business briefs; communicating the individual strengths of each company along with their shared vision for the future; and limiting the number of speculative stories given the questions that could not be answered during Phase I of the announcement.

Results

Working closely with DTDO and Relay Foods, GFM finalized press materials and internal talking points that aligned with key Phase I aspects of the merger.

GFM was able to control the announcement from start to finish. Coverage secured included an exclusive with The Wall Street Journal (online), followed by national and trade coverage from Vator M&A, Retailwire, Progressive Grocer, Supermarket News, SmartBrief Food & Beverage, The Denver Post, Daily Camera, Richmond Times Dispatch and TechRockies, among many others, totaling more than 47.4 million earned impressions.