Industry charity GroceryAid has fully rebranded to put retail workers front and centre and to remove the stigma of accepting help, as CEO Kieran Hemsworth explains to SLR.
By Antony Begley
Industry charity GroceryAid has unveiled a brand-new identity that, for the first time, puts workers from across the entire independent retailing and grocery spectrum front and centre, and champions the people who make the industry what it is: vibrant, diverse and something to be proud of.
At the heart of the rebrand is a drive to communicate to workers in this sector that GroceryAid support isn’t a handout, but a service earned by grocery workers through their hard work and dedication.
“We fully appreciate that the term ‘charity’ can have some negative connotations and our research shows clearly that workers in the retail sector don’t consider themselves charity cases in any sense, and they’re absolutely correct,” explains GroceryAid CEO Kieran Hemsworth.
“They work long hours, they’re fabulously committed and they have earned the right to support through their contribution to an industry that serves millions every day. So what the new identity will help communicate is that this isn’t about charity in the traditional sense. Everyone needs a helping hand sometimes and workers in this sector have more than earned that help.”
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The pack includes:
- 1 x A4 All Services Poster
- 1 x A4 Financial Services Poster
- 1 x A4 Emotional Services Poster
- 1 x A4 Practical Services Poster
- 10 x A4 Employee Introduction Leaflet
- 10 x A5 Double-sided All Services Leaflet
- 10 x Wallet Cards
Hemsworth says the updated visual identity was developed through extensive consultation with colleagues across the sector to tell a consistent story: GroceryAid provides confidential financial, emotional and practical support for every challenge workers may face. From 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, GroceryAid is there when it matters most.
The refresh is being supported by a full marketing campaign to raise awareness and reach even more people. This includes a trade and consumer PR and out-of-home campaign that highlights the positive impact of accessing help before reaching crisis point and challenging the stigma that can surround it.
GroceryAid hopes that the brand refresh will enable them to reach a new younger and more diverse demographic, given its more modern and contemporary feel. The rebrand will enable GroceryAid to grow its awareness within the industry and is part of its strategy to more quickly reach more people who need help.
Despite helping more than 22,000 grocery colleagues with financial, emotional and practical support, totalling more than £6.5m last year, GroceryAid hopes the refreshed brand will connect with even more grocery workers who need support.
