Case Study: GroceryAid boosts awareness and support-seeking with Wild Card

GroceryAid boosts awareness with Wild Card, securing 100+ editorial inclusions and 89% spokesperson commentary

GroceryAid, a charity supporting grocery industry workers, faced the challenge of extremely low awareness and a stigma around asking for help. Their goal was to boost recognition and reframe their identity to encourage more people to utilize their free services. The PR and strategic communications agency Wild Card was engaged to address this.

Wild Card repositioned the charity around the idea "The help you've earned," reframing support as a right. They launched a media campaign that championed workers as "Christmas Heroes" in consumer outlets and secured deep trade media coverage. The results included a measurable shift in behavior with increased grant applicants, web visits, and helpline calls. Wild Card also secured over 100 editorial inclusions, creating a network of trade media ambassadors to shift the narrative.

GroceryAid