True’s new campaign positions For Mercy stores as style destinations

Creative and design agency True has created a new campaign: ‘Nothing new for good’ for Mercy Hospice and its retail brand For Mercy. The aim is to position its stores as a must-visit destination for style seekers.

The second-hand stores are one of the main drivers of fundraising at For Mercy. However, the charity was finding that – despite the quality of donations and the impact created from purchases – stores some viewed the stores as outdated and not worth the rummage.

As well as positioning the second-hand stores as a shopping destination, the new platform challenges the pull of fast fashion. Instead, it encourages people to take the time to renew and recycle, while supporting a good cause in the process.

An army of advocates for Mercy

The agency teamed up with NZ fashion legends Dan Gosling and Dan Awha. Support came from Imogen O’Neill and the team at Public Library. They intentionally targeted up-and-coming stylists by hosting an exclusive one-off styling workshop event showcasing For Mercy pieces.

True group business director Debbie Currie says: “For Mercy is filled with absolute gems – quality secondhand clothes that are often overlooked. The platform ‘Nothing new for good’ is about taking a stand against fast fashion, shifting perspectives and proving that style with meaning is the future in fashion. We’re super appreciative of the community that rallied around this event and campaign – an army of advocates, for Mercy.”

True, with the help of talented photographers Taarika Orange and Isobella Tur, captured the finished looks by the attending stylists. They turned real For Mercy thrifted items into hero visuals for the post-event campaign.

The place to go for vintage and secondhand finds

The campaign has helped to increase store footfall and grow revenue. All while helping continue the great work Mercy Hospice provides to those in need.

For Mercy head of communications, fundraising, retail, volunteering Anna Baird says: “Despite positive trends in secondhand shopping, our stores were feeling invisible and weren’t connecting with our potential customers. Reduced revenue through the tills is really felt within the communities we serve. Without the rebrand and dedicated marketing efforts by our fabulous partners, Thoughtfull and True, we would not have grown to +15% sales. We’re so excited to continue this journey to becoming known as the place to go for vintage and secondhand finds.”