Flashfood

Going to Market as Grocery’s New Revenue Generation Partner

Brand Development, Content Creation, Content Strategy

Column Five created a B2B go-to-market campaign repositioning Flashfood—a grocery discount app connecting consumers with near-expiration items—as a strategic revenue partner for independent grocers through the “Rethink Your Shrink” platform, emphasizing customer loyalty cultivation over discount positioning. The accelerated multi-asset campaign included data-driven white papers, AI-assisted video production, paid media creative, and one-pagers that translated Flashfood’s consumer brand into business-focused messaging around reducing shrink, attracting quality customers, and positioning stores as modern retailers.

Flashfood is the grocery app that both sides of the marketplace needed.

At a time when 70% of Americans are struggling with grocery affordability, and average grocery store margins range from 1-5%, the Flashfood app provides a much-needed service: helping grocery shoppers snag discounted items nearing expiration while helping grocers make incremental revenue from expiring stock. However, having never targeted independent grocers before, Flashfood asked us to draft a fresh go-to-market campaign to tell the brand’s story to a new audience.

To start, we tapped into Flashfood’s true value: cultivating customer loyalty.

Working closely with Flashfood’s team, we dug into their research, persona information, and raw materials to build a comprehensive messaging framework specifically for the grocer audience.

The key insight? Grocers don’t want to be seen as discount destinations competing on price alone. Hence, we built the “Rethink Your Shrink” go-to-market platform around the ways Flashfood actually improves their bottom line by reducing shrink, attracting new quality customers who will return to spend more than the average shopper, and positioning their stores as modern, tech-enabled retailers.

With a solid framework, we brought the story to life across multiple touchpoints—on an accelerated timeline.

As a startup in growth mode serving a market facing rising cost pressures, Flashfood needed to get the message out quickly. This required us to build a multi-asset campaign with every tool at our disposal, including:

Data-driven white papers that introduced grocers to strategic ways to turn shrink into profit, packed with compelling statistics about customer behavior and financial impact.
Two 30-second AI-supported campaign videos that compressed months of traditional production into weeks. By strategically mixing AI tools with stock and traditional motion design, we delivered cuts that felt premium and professional within days.
Motion-based kinetic text explainers and static promo imagery for paid media campaigns on LinkedIn and Meta, designed to catch the attention of time-pressed grocery decision-makers.
One-pagers that distilled the entire value proposition into a quick, compelling reference tool.

Luckily, Flashfood already had a strong brand identity with vibrant consumer appeal, featuring eye-catching fresh food photography and an energetic aesthetic. Our job was to translate that cool, consumer-friendly vibe into something that would resonate with grocery store owners and managers. That meant expanding the brand thoughtfully while speaking the language of business outcomes and operational efficiency.

The result: A complete B2B messaging system that turns heads and drives action.

By blending data, motion, and design, GTM campaign assets told a cohesive, compelling story that successfully repositioned Flashfood from a discount app to a strategic partner for independent grocers. Now, the team has both the talking points and the collateral to help grocers become the profit-generating, sustainability-forward stores that attract the right customers—and keep them.

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