Create a new marketing strategy to help build awareness of the charity’s existing services and its new initiatives.
What we did
We created a trade press campaign that highlighted key areas of the charity’s offering. Messaging ranged from information on the financial aid the charity can give, to the 24 hour helpline and the newly launched carer initiative.
Our approach leveraged the GroceryAid identity by using impactful statements within the distinctive rainbow graphic, whilst the helpline creative combined simple art direction with emotive copy.
The campaign had a huge and positive response from key influencers in the Grocery industry. It appeared in publications including The Grocer, Convenience Store, Asian Trader, IRN, Retail Express, SLR and Scottish Grocer.
Mercieca secured over £200,000 worth of free media space within the various trade publications, totalling approximately 80 print and digital executions.
Following the campaign GroceryAid saw an increase in: 40% increase in Helpline calls. 7,780 beneficiaries helped financially. 3% increase in welfare spend. 12.5% increase in funds raised via Justgiving.