Industry charity GroceryAid has revealed new branding that aims to make more people in the sector aware of the support available.
Focusing on the fact that “grocery workers may be tough, but they don’t have to face tough times alone”, the new identity aims to put workers from across the entire grocery sector front and centre, and champion the people who make the grocery industry what it is – “vibrant, diverse and something to be proud of”.
Part of its strategy to reach more people who need help, sooner, and before they reach crisis point, it is hoped that the refresh will enable the charity to reach a new younger and more diverse demographic and grow awareness within the industry.
It also focuses on the principle that support from GroceryAid isn’t a handout, but a service earned by grocery workers through their hard work, dedication and contribution to the sector.
The refresh will be supported by a full marketing campaign to raise awareness and reach even more people as well as a trade and consumer PR and OOH campaign that highlights the positive impact of accessing help before reaching crisis point and challenging the stigma that can surround it.
The new identity will appear across all GroceryAid communications from its website and fundraising materials to OOH advertising and direct support services from December. The charity helped more than 22,000 grocery colleagues with financial, emotional and practical support, totalling more than £6.5 million last year but GroceryAid highlighted the need to connect with even more grocery workers who need support.
GroceryAid CEO Kieran Hemsworth explained the rebrand’s focus. “Everyone needs a helping hand sometimes,” he said. “This isn’t about charity in the traditional sense – it’s about providing easy access to the support our colleagues have earned through their contribution to an industry that serves millions every day. Our new look emphasises mutuality and shared experience. We are grocery people supporting grocery people and understand the challenges our colleagues face, whether at work or at home. We’re here to provide relief in tough times, in whatever shape that takes, and are committed to reaching even more people who need us.”
For more information on GroceryAid’s free financial, emotional and practical support, visit groceryaid.org.uk.
No comments yet