Case Study: GroceryAid raises awareness in the grocery sector with Mercieca

GroceryAid drives 470K reach and 60M website traffic with Mercieca

GroceryAid, an industry charity for the grocery sector, faced the challenge of creating a hard-hitting integrated campaign to raise awareness of the issues faced by grocery workers. The campaign needed to stand out in a cluttered trade media environment. They partnered with the vendor Mercieca to address this.

Mercieca developed a bold campaign that turned problems like debt and loneliness into mock products with distinctive packaging, using the tagline "We're not buying it." This approach was executed across press ads, digital advertising, direct mail, and social media. The results for Mercieca's campaign were significant, achieving 10 new C-suite business leads and a combined reach of 470,000 people within the first two months, alongside a 60% year-over-year increase in website traffic.

GroceryAid