GroceryAid has launched a new campaign raising awareness of the issues affecting industry colleagues.
The campaign will be promoted through a series of adverts, a direct mailing campaign and across social media with the hashtag #notbuyingit.
It encourages people not to ‘buy its products’, which include debt, loneliness, mental health, illness and stress.
Steve Barnes, chief executive at GroceryAid, said: “Our research shows that many grocery colleagues need help and do not always realise they can turn to us. This bold campaign highlights how GroceryAid is there for grocery people facing serious illness, loneliness or crippling debt.
“The campaign is counter-intuitive – we do not want anyone to buy our products! We hope it makes people think twice and find out more about who we are and how we can help.”
Stefan Feitoza, marketing director, Procter & Gamble, added: “From a creative point of view this has excellent standout and stopping power. It really makes you stop, read, think and understand the message at the end.”
GroceryAid is urging people to raise awareness of the campaign and show they’re #notbuyingit by using the hashtag on social media and following @groceryaid.