Drew Barrymore joins Grove Collaborative to build a plastic-free future

Grove Collaborative, a leading sustainable consumer products company and Certified B Corp, announces actress and entrepreneur Drew Barrymore has joined the Company as an investor and its first-ever Global Brand and Sustainability Advocate. 

The partnership launches with Grove’s first multi-channel brand campaign, Wish-cycling, which features Barrymore and sets out to debunk the myth that plastic recycling is the solution to the plastic crisis. Created with SF and Chicago-based agency Camp + King, the campaign will run across a host of media channels such as TV, social, radio and Out of Home. 

Wish-cycling, or putting something in the recycling bin wishing and hoping it gets recycled is a harmful assumption that often leads companies and individuals to justify creating and consuming even more single-use plastic products. In reality, only 9% of the plastic we consume ever gets recycled, no matter how much we put in the recycling bin. Grove and Barrymore are on a mission to educate and inspire collective action with the goal of eliminating plastic from our daily lives for good and for the good of our planet.

“Drew is such a positive and authentic person, and she is an incredible example of someone who strives to affect change by inspiring and educating others,” said Stu Landesberg, CEO and co-founder of Grove Collaborative. “We are thrilled to welcome Drew to the team to work together towards a common goal of creating a more sustainable plastic-free future.”

Says Jamie King, Camp + King Partner and Chief Executive Officer, “One of the major points of inspiration for us in crafting the tone of this work is the sweet, kind, and encouraging messages that I get as a member on my Grove box each month. The result is a campaign that doesn’t sound preachy but creates a little bit of a smile and inspires people to change behaviour. I think that is really a breakthrough for sustainability messaging, and very Grove-centric.”