GroceryAid
Not Buying It Campaign

Created at Mercieca
mercieca.co.uk

A hard-hitting integrated campaign that speaks directly to the FMCG industry, raising awareness of the issues faced by people who work in the grocery business.

To ensure stand-out in what can be an extremely cluttered trade media environment, we needed to take a bold approach. So we turned problems into products and asked our audience not to buy them and to help save grocery people all over the UK.

‘Crisis’, ‘mental health’, ‘loneliness’ and ‘debt’ all became individual brands in their own right, with distinctive packaging designs crafted to deliver our messages in a recognisable graphic style and tone of voice. Even down to the back of pack small print and icons.