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Boosting SSP’s share plan engagement

SSP, a global leader in food travel, operates over 2,600 branded food and beverage units across airports and train stations worldwide.

With their Share Incentive Plan (SIP) offering employees the chance to purchase shares from their pre-tax salary with free shares from SSP as a bonus, they faced the challenge of increasing engagement.

Previous take-up rates were lower than desired, and with a workforce spread across thousands of locations, both office-based and in-store, reaching everyone was tricky. They approached us with a tight deadline (less than two weeks!) to create assets for a company-wide roadshow ahead of the launch, and to communicate the plan in a simple, engaging way.

OUR APPROACH
  • ROADSHOW ASSETS: Created a digital flyer with a QR code on a pull-up banner to avoid paper waste and engage employees directly.
  • CREATIVE CONCEPT: Used food metaphors and slogans like “owning a slice of SSP, it’s a piece of cake” to make the plan relatable and fun.
  • LAUNCH ASSETS: Produced a brochure, emails, posters, and flyers, all in SSP’s brand with their approachable tone.
  • DIGITAL TOOLS: Developed an online tax calculator and a manager toolkit to support employee understanding.
THE RESULTS

The results were impressive:

SSP saw over 200% growth in 
new participants compared to the previous year.
  • More than 30% additional employees signed up, and
  • The average contribution amount increased.

The creative and clear communication played a key role in these results, with feedback praising our simple, approachable language and SSP’s tone of voice being spot on.

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