The new place to advertise your celeb-filled Series A funding round is ... a NYC bodega?

In an unexpected twist in the world of startup marketing, Phia, an online shopping platform co-founded by Stanford alumni Phoebe Gates and Sophia Kianni, is promoting its impressive $35.5 million Series A funding round in the windows of a local bodega on Kenmare Street in Manhattan. The eye-catching advertisement showcases a diverse lineup of celebrity investors, including well-known figures like Khloé Kardashian, Mindy Kaling, Ice Spice, and The Chainsmokers, all supporting the fashion-focused AI startup. This unique marketing strategy has drawn attention not just for its star power but for its location—a neighborhood deli known more for sandwiches than tech. During a recent visit by Business Insider, the scene inside the bodega was a stark contrast to the glitzy ad outside. Construction workers took a break from their day, enjoying classic bodega fare amidst a few unremarkable chairs and a colorful sign displaying the shop’s offerings, which included everything from soda to cigarettes. The shop's manager noted that Phia's ad has been on display since mid-June and mentioned that while other companies have used the space for advertising over the years, none had generated as much intrigue. Interestingly, the ad does not delineate what Phia's product actually entails, despite the startup having raised a total of $43.5 million across two funding rounds. Phia positions itself as an AI-driven tool aimed at helping consumers find better deals and secondhand options online, promoting sustainability in shopping. In a segment on 'Good Morning America,' Gates and Kianni described the app as a digital companion that assists users in making informed purchasing decisions. Retail consultant Carol Spieckerman offered insight into the ad's true intent, suggesting that it serves more as a business-to-business marketing effort than traditional consumer advertising. According to Spieckerman, the target audience is not the everyday passerby but rather key decision-makers in the retail sector who frequent the area. 'Phia is essentially showcasing its credibility by highlighting its notable backers,' she explained. The unconventional choice of advertising venue has indeed raised eyebrows, even catching the attention of local venture capitalist Hadley Harris, who questioned the decision to announce a funding round in a deli on social media. This bold marketing move by Phia may very well redefine how startups approach advertising in urban settings.