Grobrix
From Banker to Urban Farmer
The Challenge
Although Grobrix had been in market for two years, the brand had never officially launched to media. Awareness was low, and there was a need to shift perceptions. This wasn’t just an ornamental green wall; it was a purposeful system designed to grow real food, spark meaningful conversations, and unite teams through shared experiences. Our challenge was to educate and inspire, to make people care about growing their own and to recognise the workplace as a starting point for positive change.
Our Solution
We built the campaign around Grobrix founder Mathew Howe’s remarkable career pivot from finance to farming. His story of walking away from the trading floor in pursuit of something more meaningful became the hook that opened doors across business, sustainability, lifestyle, and HR media.
