Sue Ryder: Grief Kind

Grief Kind began as a lead-generation sprint I helped run during lockdown in 2021. Within three years it had become Sue Ryder’s brand platform, giving rise to a wider Grief Kind ecosystem and new service delivery through Grief Support and Grief Kind Spaces.

The campaign set out to reposition Sue Ryder, a clinical brand known mainly for its national network of shops, as a provider of vital bereavement services. The strategy rested on the belief that professional grief support would give supporters a clear reason to engage with the brand beyond end-of-life care. We refreshed the brand identity to add much-needed warmth, then launched a paid campaign spanning a hero TVC, OOH, digital and social. Alongside this, we developed three products directly from the original sprint: Grief Kind Cards, a new way to show support to loved ones; Grief Kind Classes, led by expert grief counsellors; and the Grief Kind Podcast.

The campaign repositioned Sue Ryder as a provider of bereavement support, driving a significant increase in brand awareness and the highest levels of “belief in the cause” on record.