GroceryAid has unveiled the biggest brand refresh in its 168-year history as the charity looks to boost awareness and make its financial, emotional and practical support services clearer and more accessible to the UK’s grocery workforce.
The new identity aims to reflect both the resilience and pride of the industry’s front-line workers, while sending a clear message that “grocery workers may be tough, but they don’t have to face tough times alone”.
Placing colleagues from across the full grocery spectrum at the heart of its look and messaging, the charity said the refresh reinforces a key principle: support from GroceryAid “isn’t a handout”, but something workers have earned through their contribution to a sector that serves millions every day.
Backed by a full marketing campaign, including trade and consumer PR, OOH advertising and updated digital channels, the rebrand is designed to encourage earlier engagement with support and tackle stigma around seeking help before crisis point.
Kieran Hemsworth, CEO of 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.”
New GroceryAid logo
The refresh follows extensive consultation across the industry and aims to reach younger and more diverse workers with a more contemporary feel. From December, the new identity will run across all touchpoints, from GroceryAid’s website and fundraising materials to advertising and the delivery of direct support.
Last year the charity provided more than £6.5m in financial, emotional and practical aid to over 22,000 colleagues. It hopes the new brand will help it connect with even more grocery workers who may be struggling.
More information on GroceryAid’s free and confidential services is available at groceryaid.org.uk.
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