Context
From money worries to relationship struggles, GroceryAid is a helping hand for anybody working in the grocery industry facing tough times. That’s thousands of people – from supermarket staff to warehouse operatives and lorry drives – eligible for free support. But many just don’t know the charity exists. With unpromoted awareness of GroceryAid at just 2% and many feeling uncomfortable reaching out for support, the challenge was twofold: boost awareness and tackle the stigma of asking for help.
Strategic Insight
The barrier wasn’t awareness alone, but identity. To drive behaviour change, GroceryAid needed to shift from charity to everyday support system – something for “people like me”, not “people in crisis”. Normalising help-seeking, not amplifying hardship, would unlock engagement.
Creative Concept
Collaborating with creative partners and as part of a fully integrated channel plan, we repositioned GroceryAid around a simple but powerful idea: “The help you’ve earned.” This reframed support as a right, not a rescue.
We launched GroceryAid in the consumer media just before Christmas, a critical time when support is needed most, championing grocery workers as ‘Christmas Heroes’ and creating emotional resonance. A widespread trade media campaign, further deepened the messaging and put the GroceryAid team at heart of the story to drive the message that this is grocery people helping grocery people.
The campaign met workers across key consumer titles, trade media and internal comms, bringing the message directly into their world.
Full Colour
Result One: Engagement Beyond Awareness
A measurable shift in year-on-year financial grant applicants, web visits and calls to the GroceryAid Helpline, indicating behaviour change, not just visibility.
Result Two: Coverage
Over 100 pieces of coverage with 89% spokesperson inclusion, from The Grocer to The Sun, achieving depth of messaging and brand salience.
Result Three: Trade MEdia Ambassadors
Built deep connections with key trade media, creating a powerful and passionate collective of supporters to reframe the narrative and shift the tone from sympathy to dignity.