Taking a Brand from Startup to IPO
For nearly a decade, The Brand Guild has been an extension of Sweetgreen's team, securing major national coverage and impactful regional press coverage that together highlights the brand's focus on sustainability, culinary innovation, and growth. Partnering with the brand from eight to now over 225 stores across 40+ markets, we’ve solidified the company as a pioneer in the food industry, positioning Sweetgreen as the new–and much better for you–fast food option.
The Challenge
As Sweetgreen rapidly expanded, it needed a communications strategy to balance national brand-building while driving in-store sales, all while reinforcing Sweetgreen’s commitment to sustainability, culinary innovation, and technology-driven growth.
Highlights
- Secured billions of media impressions across top-tier national, regional, and industry publications including Fast Company, Inc. and New York Times.
- Orchestrated major media moments for high-profile collaborations including Devin Booker, Renee Rapp, Blondie, and Naomi Osaka to continually elevate the brand’s cultural relevance.
- Had the highest single-day sales in the brand’s history with record-breaking coverage for the brand’s steak menu launch.
- Supported the brand as it launched its IPO and in its evolution as a publicly-traded company.
Our Strategy
Building the brand’s ethos of connecting people to real food, we highlighted the farmers, local producers, and suppliers who grow Sweetgreen’s ingredients, crafting a compelling narrative around sustainability, transparency, and community - a strategy that works not just nationally in outlets like The New York Times, Fast Company, and Inc. but also in regional markets, whether it was opening in a new city or the 10th location in a region. At the same time, we leveraged the founders as thought leaders, positioning them as advocates for healthy eating, food policy reform, and scaling intentionally.
Sweetgreen: Taking a Brand from Startup to IPO
Taking a Brand from Startup to IPO
