Grocery Aid unveils its biggest brand refresh in 168-year history

New brand positioning makes vital services clearer, more accessible, and helps reach more grocery workers, sooner

GroceryAid, the charity that has supported grocery workers for over 168 years, is unveiling its most ambitious brand refresh, designed to make its vital services clearer and more accessible to reach more people in the industry, sooner.

The brand refresh reflects 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. The new visual brand identity makes clear that grocery workers may be tough, but they don’t have to face tough times alone.

The charity’s new identity puts workers from across the entire grocery spectrum front and centre, championing the people who make the grocery industry what it is – vibrant, diverse and something to be proud of.

Rooted in the principle that support from GroceryAid isn’t a handout, but a service earned by grocery workers through their hard work, dedication and contribution to the sector, the refresh will be supported by a full marketing campaign to raise awareness and reach even more people. This includes 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. 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.

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. 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.”

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 enables GroceryAid to grow its awareness within the industry and is part of its strategy to reach more people who need help, sooner, and before they reach crisis point.

From December, the new identity will appear across all GroceryAid communications from its website and fundraising materials to OOH advertising and direct support services. Despite helping more than 22,000 grocery colleagues with financial, emotional and practical support, totalling more than £6.5 million last year, GroceryAid hopes the refreshed brand will connect with even more grocery workers who need support.

For more information on GroceryAid’s free financial, emotional and practical support, visit groceryaid.org.uk.