Warburtons launches discounts scheme

EXCLUSIVE: Warburtons has introduced a discounts scheme called Extra Dough for its 4,300 employees.

The scheme, provided by Asperity Employee Benefits, has achieved a spend of more than £90,000 in the four weeks following its launch.

Because the baker’s employee base is spread out over 26 different bakery and depot locations, and with the majority of staff in the bakeries unable to access a computer at work, Warburtons faced a challenge in communicating the scheme.

The company designed a teaser campaign, which nominated site champions at each bakery to trial the new programme in advance of the launch.

It also used webinars to demonstrate the site to key stakeholders, the site champions and the HR teams.

Teaser posters were put up at each location to create a buzz, advertising that the programme was coming soon. During launch week, business cards and brochures with the URL of the programme were distributed at every site, and Extra Dough sweets were handed out to all staff. 

Ann Williamson, group reward manager at Warburtons, said: “Everyone was really excited about the new discounts programme and we have had over 1,200 registrations in the first four weeks.”

Warburtons next steps are to create a blog or forum area for employees to share their saving success stories, and it plans to investigate how social media can help to drive use and engagement even further.