Challenge

Oja is an ethnic grocery delivery service giving diverse communities across the UK access to the very best in cultural produce. It needed to raise its profile among customers, investors and the media in order to drive sign ups and secure future deal flow. Burlington was challenged with establishing its messaging, publicly launching the product and announcing its $3.4m Pre-Seed funding round.

Action

Oja was founded by revered black female founder, Mariam Jimoh. Burlington used her personal story – a Forbes 30 under 30 winner and former investment banker who often struggled to access cultural foods outside of her working hours – to put the spotlight on this innovative service.

Result

We helped Mariam and her team reach core investor, business, tech, retail and tech audiences across the UK, Ghana, and Nigeria. We secured coverage in top-tier outlets including Sifted, TechCrunch, UK Tech News, Business Insider, Tech Funding News, TechRound, Grocery Gazette, Internet Retailing, Retail Technology Innovation Hub, Tech Hawk Nigeria and Business Ghana. We also helped drive conversations on social media about the lack of Afro-Caribbean groceries available on supermarket shelves. The announcement was such a success that we’ve since worked with Mariam on a piece of subsequent funding news to continue to boost Oja’s profile.