Brakes’ Help for Hospitality Campaign was recognised as Best Channel Partner Programme at the Incentive Awards.
The Incentive Awards, now in its sixth year, aims to recognise and reward employee programmes, people, and technology that demonstrate great execution, creativity, and innovation.
The Help for Hospitality Campaign was designed to assist the hospitality industry after a challenging time throughout the pandemic.
Read more: Brakes develops CSR goals with new packaging policy
The initiative included more than 3,500 price cuts, a ‘cashback’ style scheme to help reward businesses, and bespoke promotions with support from hospitality charities.
Commenting on the award the judges said: “This was a great initiative. Brakes operates in one of the sectors heavily affected during the pandemic and this was a well-executed, fast response programme that built genuine goodwill and value.”
Brakes customer marketing director, Leon French, said: “During the course of the campaign 7,944 Brakes customers engaged with Help for Hospitality and as a result of this we issued £1.97m back to loyal Brakes customers as cashback, strengthening their businesses with extra cash as they recovered from pandemic disruptions.
“That’s millions of pounds that will go back into the UK economy, helping not just the hospitality sector, but the high street in general, and providing untold downstream benefits to businesses and their employees.
Read more: Brakes and M&J Seafood pick up MSC award for eighth consecutive year
“The campaign has been an outstanding success not just because of the cash benefits it has provided for our customers during the pandemic, but also because of the significant and wide ranging financial support it has generated for charities that help those in need within the hospitality sector.
“As a business that puts CSR at the core of everything we do, we are delighted to know that by partnering with industry focussed charities such as Hospitality Action, Springboard, Hospitality Health, and our very own Meals & More, we have made a real difference to the lives of families and businesses right across the UK at a time when they need help the most.”
French concluded: “Few other channel programmes have been designed with such overwhelming benefits to the customer. As a result, not only have we driven an unprecedented volume of trade to their own business we have also worked with manufacturers, suppliers, and their customers to invest in the future of the sector they depend on at the same time,”
