With a franchise model and no broad internal comms structure, the company faced a real risk that misinformation from the media and online could result in Pizza Hut staff unwilling or afraid to work as the COVID-19 crisis escalated.
This campaign aimed to ensure workers felt safe and vital – not just to their own franchise but to the whole business and the nation.
Whatsapp was chosen as the most effective channel because it allowed new groups to be created and to access existing franchise communications streams – which were already on WhatsApp – and share the same message to everyone.
The message was refined for maximum impact. There were three core parts: first, that health and safety is all of our top priority; second, that we have a vital role to play feeding our communities and the nation; and third, that we are supporting the NHS through our free meal initiative. These messages were designed to show the business took health and safety seriously, but also that staff were part of a bigger national effort and they should feel proud.
To show that staff were genuinely valued, messages were shared from Pizza Hut's UK general manager. Thankyou posts were also shared from the community and NHS workers.
A two-way dialogue was promoted, with questions from staff answered by the end of the week. ‘Delivery Heroes’, chosen via colleague nominations, were celebrated.
The new group reached 7,500 team members, 60 franchisees and 400 restaurant managers. Feedback was that team members felt valued, confident and happy about coming into work, understanding the role they were playing in keeping Britain fed. Among everything else, this enabled Pizza Hut to pledge with confidence that it would deliver approximately 200,000 free meals to frontline NHS workers.
I love the simplicity of using WhatsApp to reach a hard-to-reach group of people and can see how people would have felt valued and understood their role in feeding Britain.
The power of together by Hanover for Chugai
To build a stronger internal purpose for the European business, the answer was to champion collaboration. A series of branded items were launched across Chugai’s offices to spread the word, including printed brochures, USB phone chargers and light-up pens representing power. The tandem was chosen as the symbol of the campaign, and Chugai hosted the world’s first “tandem tournament”, to ride the furthest on three tandem bicycles in offices – participants cycled more than 20,000km. A survey of all staff found the vast majority felt “inspired” by the new purpose, mission and vision of Chugai in Europe (84 per cent in the UK, for example).
All for one by Untamed London for Société Générale
Drumbeat Programme: Sounding the rhythm of change by WE for HSBC Commercial Banking (CMB)
'One UniCredit' COVID-19 response microsite by UniCredit in partnership with FinElk and Bladonmore for UniCredit
Rare Disease Day 2020 by W2O Group for Ipsen