The refresh is designed to make its vital services clearer and more accessible while reinforcing the message that grocery workers may be tough, but they don’t have to “face tough times alone.”
The charity said the rebrand highlights the commitment and resilience of grocery workers, and the pride they feel in their work, while encouraging more people from the industry to seek help when they need it. It also hopes the new identity will resonate with a younger and more diverse demographic.
As part of the refresh GroceryAid’s new look puts workers front and centre while championing the people who make the grocery industry something to be proud of.
It highlights that GroceryAid provides confidential financial, emotional and practical support for every challenge grocery workers may face. Help can be offered by financial grants for lower-income households who may have experienced an unexpected drop in income, to emotional support for all those going through tough times.
Kieran Hemsworth, CEO, 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.
Hemsworth added: “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.”
The refresh will be backed by a full marketing campaign, including trade and consumer PR and an OOH advertising. The campaign will raise awareness of the benefits of seeking help early and challenge the stigma that can surround asking for support.
