Aramark ‘Give it a Go’ Promotion

Client Challenge:

Teamwork was briefed to develop promotional activity to run in 350 Aramark contract catering restaurant sites across the workplace and further education sectors, appealing to an extremely diverse target audience ranging from students to blue collar workers to merchant bankers. The primary objective was to capture the excitement around the coming summer and highlight new summer menus, in turn increasing footfall into the restaurants and upweighting the customer’s average spend. The secondary aim was to create a sense of fun and encourage Aramark staff support and participation. The promotion featured three major brands – Kellogg’s Cereal Bars, Nestle Water (Buxton & Vittel) and Cadbury (Twirl & Double Decker bars). It was essential that the creative theme and style was suitable for all restaurant types, while ensuring that the promotion mechanic/premia had appeal for all.

Our campaign:

Teamwork created ‘Give it a Go’, which was designed to encourage trial of the new summer menus, plus give Aramark customers the chance to give a totally new leisure experience a go! Customers purchasing the required main course/sandwich plus any two of the promotional products received a scratchcard for a chance to win. The prize fund was developed to maximum appeal: 2 for 1 vouchers for activities such as go-karting, paintballing, ten pin bowling, and free extreme sports experiences including kite surfing, wakeboarding, powerboating and scuba diving.

The prize fund proved hugely successful, with something for everyone. A massive point of sale kit ensured customers were aware of the promotion both inside and outside the restaurant. Aramark staff were encouraged to ‘Give it a go’, with cash prizes awarded to the two outlets that most embodied the spirit of the promotion. Merchandising excellence and staff participation in particular were rewarded. With total sales across participating units 4% ahead of trend for year, and with two thirds of participating units repurchasing promotional stock during promotional period, ‘Give it a go’ was considered a resounding success.

For further information please contact:

Paul McGann, Head of Teamwork at Brahm on 0113 230 4000 or email p.mcgann@brahm.com

Alternatively or call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com