Bauer Media Outdoor UK has partnered with GroceryAid to raise awareness of the charity's work and impact across BMO's supermarket digital Out of Home (DOOH) networks: ASDA, Sainsbury’s, and Morrisons, marking the first time the media owner has activated a pro bono charity campaign across all three supermarket partners simultaneously. BMO has also promoted GroceryAid’s Barcode festival on premium large-format DOOH sites, including North London Towers at Brent Cross.
This partnership aligns with Bauer Media Outdoor's footprint as our supermarket DOOH network spans Asda, Sainsbury’s and Morrisons, with more than 1,500 screens positioned at store entrances and reaching 20% of UK adults every fortnight, giving GroceryAid a highly relevant platform to connect with grocery colleagues and shoppers as part of Bauer Media Outdoor’s wider Platform for Good commitment.
GroceryAid provides support to individuals working across the grocery industry, helping colleagues when they need it most, including financial, emotional, and practical care. Its services support thousands of grocery workers every year, with the charity’s latest campaign highlighting the scale of its impact, including an average of £4 million in grants, answering 12,300+ calls, and helping an average of 170 grocery workers in 2025.
In addition to the ongoing awareness campaign, Bauer Media Outdoor is supporting the promotion of GroceryAid’s flagship summer event, Barcode Festival, which returns on 2 July. The festival aims to bring together 6,000 colleagues from across grocery retail, manufacturing and wholesale for a day of live music, networking and fundraising.
Designed exclusively for the grocery industry, Barcode Festival celebrates the people behind the sector while raising funds to support GroceryAid’s services. The campaign creative playfully leans into that sense of belonging, reminding grocery colleagues that it’s an event created by grocery people, for grocery people.
The creative campaign centres on the line: ‘If you don't work in grocery, please ignore this billboard’. It’s a playful twist on reverse psychology designed to invite intrigue and make one thing crystal clear: Barcode Festival is exclusively for the grocery industry.
Bauer Media is supporting the ASA’s Awareness campaign, using the scale of its Audio, Publishing and Outdoor portfolio to reach audiences across audio brands, magazines, digital platforms and outdoor billboards. The partnership reflects Bauer’s commitment to building trust with audiences, advertisers and partners, while supporting greater confidence in the wider advertising industry.
