Unata
Becoming the Go-To Expert in Digital Grocery
Unata (Now Instacart)
Industry: B2B
Unata (acquired by Instacart) is an eCommerce platform provider that powers seamless, integrated digital shopping experiences for North American grocers.
Challenge
Unata was well-loved by major grocery brands but wanted to expand its market reach and generate more awareness for its product and expertise. It needed to create and execute a strategic thought leadership program that reached key audiences, included third-party validation and positioned the company for acquisition.
APPROACH
Belle developed and executed a PR strategy highlighting Unata’s successful retailer partnerships and case studies to secure its industry position as a superior digital grocery platform. To complement, Unata’s executives were also primed to comment on timely trends.
PROGRAM
Unata’s stories were shared with national and trade media to secure a mix of feature articles, bylines and speaking engagements. Messaging illustrated Unata’s expertise within digital grocery experience and delivery, voice ordering technology, food market trends, AI and e-commerce.
OUTCOMES
Belle secured a steady stream of media hits in prominent national business, technology and retail trade publications, effectively increasing awareness of the eCommerce provider among target audiences. Unata’s CEO, Chris Bryson, emerged as a preferred, frequently sourced expert voice for insights on the digital grocery industry. As Unata’s expertise was established, editors began to proactively reach out to ask for commentary on digital grocery news.
