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Latest work

We’ve been having lots of fun working with some amazing brands and their exciting challenges. Here’s a quick look at our latest project with Fuller’s - one of our brilliant clients.

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Case study: Behind the scenes with Fuller’s

Since 1845, Fuller’s has been the home of great beer, fabulous food and the warmest welcome. Now, as a fast-growing family of more than 400 pubs, country inns and stylish boutique hotels, over 5,000 people make Fuller’s what it is today. And while its brewer’s roots and founding spirit will always endure, a lot has changed.

The challenge


Fuller’s had developed their People Promise (EVP) ‘True to You’, as the articulation of what makes life at Fuller’s special. Our challenge was to properly land the promise, engage people at all levels inside the business, and support Fuller’s to attract and successfully recruit people into the group – all while navigating the twists and turns of post-pandemic hospitality.


What we did


Once we’d made sure the True to You narrative was working hard and hitting its strategic objectives, it was time to make it look and sound the part. Not only did the employer brand need to stand out, it also needed to stand for something real and relevant, for people from all walks of life, in all parts of the business. We developed:


  • Full master employer brand that flexes across multiple employee journey touchpoints

  • Tone of voice guide, including key messages for the whole employee journey

  • Branded assets, including social graphics and easy-to-use templates


How we made it come to life​

1. Recruitment


Against a backdrop of a highly competitive employer market, a skills shortage, and customers who are more discerning than ever, Fuller's needed to make sure that more brilliant people joined the family. The People Promise was woven through every part of the recruitment process.


We worked with them to create:

  • An attraction book to tell the True to You story and show people exactly what it means to join the Fuller's family.

  • A 'day in the life' recruitment video starring Fuller's people and showcasing what life at Fuller's is really like.

  • A new careers site. Working with their digital partners, we planned the content, crafted the copy, and created the design.


2. Onboarding


From apprentices to general managers, chefs to support office, it was essential that anyone joining Fuller’s experienced True to You from day one and every stage of the onboarding process delivered on the promise. 


With that in mind, we refreshed the onboarding process to make sure that True to You shone through. We worked on:

  • An employee benefits guide to clearly articulate Fuller’s best-in-market benefits

  • A personality-filled welcome letter for new starters

  • Updated employee contracts and T&Cs that sounded less legal and more Fuller's


3. Customer Experience


Fuller’s is many things to many people. No matter where, when and how customers enjoy the brand, delivering a consistent – and consistently brilliant – customer experience is fundamental.  


We made the strategic decision to take an inside-out approach to customer experience. Why? Because happy people serve happy customers. In developing the CX promise, we needed to make sure it delivered consistency without uniformity, could flex across the very different needs of the three businesses within the Group, and brought to life the essence of True to You. What did we do to get there?


  • Workshops, surveys and research across the whole business, to uncover compelling CX stories and give us the insight we needed to shape the new CX promise 

  • Articulation of the CX promise, with accompanying pillars and proof points

  • Activation across the business, including guidance for leaders and managers, and a suite of assets and activities 

  • Creation of a CX kit for all teams, including a CX toolkit guide, activity pack, and branded collateral  

  • Monthly newsletters to celebrate success stories from across the business, to keep the new CX promise relevant 

4. Diversity, Equality & Inclusion (DE&I)


At the heart of True to You is the core idea of celebrating individuality. It's about making sure everyone feels welcome, included, and heard. And it's this that creates the sense of belonging that sets Fuller’s apart from the rest.  


We worked with Fuller's to sensitively and positively articulate and communicate what DE&I means to them. What did that look like?


  • Partnered with the People Team to shape the strategy and a robust action plan to deliver the vision for DE&I 

  • Creation of a sub-brand for all DE&I communication to complement True to You collateral

  • Produced the Gender Pay Gap report 

  • Creation, planning and delivery of a DE&I data collection campaign

  • Storyboarding, animation and post-production of a DE&I animation to explain to employees how their data is used, and kept safe and secure.

Our work with Fuller's makes us proud. They understand the inextricable link between employer brand and employee experience, and really do put their people first.

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