VOLUNTARY BENEFITS
Just-Eat grabs the attention of young staff with teaser communication campaign
Just-Eat, a market leader in online takeaway food ordering, reckons it has achieved high take-up of its new voluntary benefits programme as a result of an innovative teaser campaign.
The company released a number of cryptic hints about the programme in the run-up to launch, which “succeeded in creating a buzz amongst its workforce”.
Just-Eat partnered with Asperity Employee Benefits for the provision of integrated voluntary benefits including:
The new streamlined package was launched at the end of March this year. Asperity says: “Achieving 60% engagement in just two weeks, it is clear that the programme entitled 'Just-Treats' is already thriving.”
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Communications programme
A few weeks before launch Just-Eat unveiled a series of teaser posters in its two offices in London. Each featured a “treat” which was followed up with a corresponding surprise treat left on employees' desks a few days later.
One treat was a batch of fortune cookies “concealing mysterious messages about the benefits of saving money”. The last Friday before launch culminated in a “Feel Good Friday” which revealed more information about the upcoming programme launch, before roadshows were rolled out to all staff the following week.
Launch day itself “went off with a huge bang”, with live web site demonstrations given to all staff at allotted times. The roadshow room was filled with different bags of Pic'n’Mix sweets featuring the “Just-Treats” logo, and Oyster cardholders advertising the web site details were handed out to all employees.
A final word
"We realised how important for engagement it was to get everyone excited about the new programme launch, We've got quite a young workforce at Just-Eat, and we knew we needed to do something spectacular in order to grab their attention.” - Anabela Yourell, HR Manager, Just-Eat.
Want to know more?
Asperity Employee Benefits is the “UK’s leading provider of integrated employee benefits”. To find out more visit www.asperity.co.uk.