This appears underneath a national promotion using the names and photos of Chelsea and Hillary Clinton. There is nothing “grassroots” about this.
My dictionary defines “grass roots” as:
the most basic level of an activity or organization: the whole campaign would be conducted at the grass roots | [ as modifier ] : trying to improve the sport’s image at the grass-roots level.
• ordinary people regarded as the main body of an organization’s membership: you have lost touch with the grass roots of the party.
Grass roots are the opposite of a centrally coördinated effort.