Question
As a new player, how do you build legitimacy in a market that’s growing at breakneck speed and is under intense social and political scrutiny?
Flink wanted to expand in the Netherlands, even as municipalities, politicians, and the media were engaged in heated debates about flash delivery and the role of dark stores in cities.
Approach
From the very beginning, Castro combined communications and lobbying. We have been supporting Flink since 2021 with permitting processes and interactions with municipalities, while simultaneously building the company’s public positioning.
We developed an active media strategy, built relationships with relevant journalists and editorial teams, and created opportunities to explain the story behind Flink in greater detail. In addition to news coverage and proactive media pitches, we therefore also focused on background discussions and interviews with the executive team.
This allowed us not only to respond to existing perceptions but also to actively contribute new facts, developments, and perspectives to the debate.
Result
Flink remained active in Amsterdam and, since 2024, has been the only flash delivery service in the Netherlands. The company continues to grow. At the same time, the media landscape shifted: from critical reporting to a focus on the story behind the company and the changes that Flink was implementing. This led, among other things, to in-depth interviews in *de Volkskrant* and *De Telegraaf*.
