Industry charity revamps to highlight its vital services
INDUSTRY charity GroceryAid has unveiled its new brand refresh in a bid to highlight its key services to members of the retail industry.
The brand refresh reflects the firm’s commitment to the channel and the resilience of grocery workers, whilst also encouraging them to make use of its services if necessary.
The refresh has been supported by a full marketing campaign to help raise awareness for the charity and reach even more people. This include 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.
Developed through extensive consultation with colleagues across the grocery sector, the updated visual identity and messaging tell a consistent story: GroceryAid provides confidential financial, emotional and practical support for every challenge grocery workers may face.
GroceryAid also hopes the brand refresh will be able to connect with younger and more diverse audiences across the trade and highlight its range of services to this group in the process.
Kieran Hemsworth, chief executive at GroceryAid, said: “Everyone needs a helping hand sometimes. 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.”
