Grove Collaborative, Kin Reach Product Placement Deal for Tori Tried and True

Tori Spelling’s new project is available via Facebook Watch, YouTube, Instagram

Product placement, the Tori Spelling and Dean McDermott way Grove Collaborative/Kin
Headshot of David Cohen

Grove Collaborative is a scheduled delivery service for natural and sustainable household and personal care products, and some of those products are finding their way into the hands of Tori Spelling following a marketing partnership with lifestyle entertainment company Kin.

The partnership is focused on Spelling’s new digital show for Kin, Tori Tried and True, which debuts Friday on Facebook Watch, YouTube and Instagram.

The collaboration between Grove and Kin includes show integrations, social cross-promotion and other marketing initiatives, with integrations of Grove products to be featured in three of the first six episodes of Tori Tried and True, including the premiere Friday.

The Seedling by Grove paper towels being promoted above by Spelling and McDermott
Grove Collaborative/Kin
Spelling using Grove's Bubble Up dish soap dispenser
Grove Collaborative/Kin

Grove said Spelling has been a customer for more than 18 months, and she has worked on several social campaigns for the brand.

Tori Tried and True will feature Spelling sampling products that she wants to share with friends and family, as well as a glimpse inside her life, her family and what it’s like to be her.

Spelling has over 3 million followers across her social platforms.

Kin unveiled a slate of five shows for video destination Facebook Watch late last month.

Grove said its monthly delivery service is limited to products that are non-toxic, effective, sustainable and cruelty-free. The company added that it recently raised $150 million and acquired sexual wellness company Sustain Natural from Seventh Generation founder Jeffrey Hollander and his daughter, Meika Hollander.

Kin CEO Michael Wayne said in a release, “Kin has successfully transitioned well-known personalities and world-class brands that have historically thrived on Instagram into profitable online shows. By partnering with Tori and Grove Collaborative, we are bringing strategic video integrations to Tori Tried and True in an entertaining and organic way that fans will enjoy.”

Grove vice president of content and community Samantha Howe added, “As a digital-first company, Grove is always looking for new ways to collaborate with talent and production partners to bring our brand mission to life. We are very excited to partner with Tori and Kin on this project that reflects our values of integrating healthier products into everyday family moments.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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