Case Study: Welcome Break achieves a more sustainable brand experience with Big Group

Welcome Break increases eat-in footfall across 60 service stations with Big Group

Welcome Break, a UK-based operator of motorway service stations, hotels, and restaurants, wanted to revitalize its brand experience for customers and employees. Their challenge was to develop a marketing campaign that would encourage customers to dine in to support sustainability initiatives and also build staff loyalty. They engaged the vendor, Big Group, for services including brand strategy, creative campaigns, and production.

Big Group implemented a fresh creative messaging strategy centered on the campaign "Who Cares Wins." This approach used positive, emotive assets to highlight the environmental benefits of eating in and was supported by the introduction of cost-effective Meal Deal packages. The campaign was also expanded to internal staff communications. The results included increased footfall in food halls and a significant decrease in on-site litter collection volume and cost, strengthening the overall customer and brand experience.

Welcome Break