employer branding award-winning collateral

A high-impact employer brand used as the corporate strapline

WDAD conducted some extensive research which concluded, amongst other things, that the individual brands are not necessarily associated with the name ‘Whitbread’, making it difficult to paint an accurate picture of the company and the broad career opportunities available across the group.

The essence of Whitbread’s brands is that they support the most basic of human needs – to eat (the restaurant brands) to sleep (Premier Inn) and to drink (Costa). And Whitbread was looking for managers who could work across all their brands and engender a passion for the company as a whole – in essence to ‘Eat, Sleep and Drink’ Whitbread.

We created a simple, visible identity for manager level recruitment that succinctly captured what the group as a whole represented, and more importantly, what it offered. Launched at the Hotelolympia exhibition, the style and message was then used in all recruitment templates and on the Whitbread website, and evolved into related marketing, including their award-winning apprentice scheme (‘EatSleepDrink and Learn’) and an employee referral scheme (‘EatSleepDrink and Earn’).

The final accolade for us was that the recruitment brand was incorporated into the Group’s corporate logo, with the strapline appearing across all signage, uniforms and marketing literature. It also picked up ‘Best Campaign‘ at the Grocery Advertising Marketing Industry Awards (Gramias).