Our first task was to think about the roadshow. SSP were keen to avoid paper where possible, so we decided to produce a digital flyer accessible via a QR code on a pull-up banner.
But first we’d need a creative concept to flow across the entire campaign. Given SSP’s line of business, we decided to use food imagery and metaphors to get the message across, leading us to strap-lines such as “owning a slice of SSP, it’s a piece of cake” and “looking after your future never tasted so good”.
The roadshow was a success with plenty of interest in the scheme from a broad cross-section of employees. Onto the assets we’d need for launch…
A brochure formed the main hub of information, supported by a suite of emails, posters and flyers, all designed in SSP’s brand and written in their approachable tone of voice.
We also developed an online calculator, so employees could work out their individual tax savings. And finally we produced a toolkit, so managers could work with their teams to make sure they understood the plan.
By using a variety of channels we made sure the message reached all employees, wherever they worked – this helped us make the plan as inclusive as possible.