Grover, a fast-growing tech subscription company with more than 500 employees, set out to stand out in the competitive consumer electronics market. The goal was to position Grover not just as a rental platform, but as a lifestyle brand promoting a smarter and more sustainable alternative to buying technology.
Approach
Working as Grover’s lead agency, Foundry developed the international campaign “Grover It.” The idea transformed the brand name into a verb, making tech leasing a natural and culturally relevant behaviour. Inspired by social media trends and digital culture, the campaign was built around short, vertical video formats designed for platforms like TikTok and Instagram and adapted for TV.
Outcome
The campaign helped position Grover as a modern lifestyle brand and strengthened its role as a sustainable alternative to purchasing electronics. By combining cultural insight, social-first storytelling, and cross-platform distribution, “Grover It” embedded the brand directly into everyday language and digital culture.
