When Good Grocer, a one-of-a-kind cause-driven retailer, relocated to South Minneapolis following social unrest from the death of George Floyd, and in the middle of the COVID-19 pandemic, it needed to stand out to appeal to volunteers and shoppers. Ampere worked closely with the founder to establish a brand voice and execute an earned media and influencer marketing launch campaign. Every major media outlet in the Twin Cities (including live TV, lifestyle magazines, business press and daily newspapers) and national retail trades covered the opening, exceeding the startup's goal for registered volunteer staff members and traffic/sales performance.