To create a press campaign that champions the people who help make Coca Cola a truly great British business.
What we did
As part of our response we started to look at local CCEP sites, and discovered the stories of the people who worked there. What soon became apparent is that every site had its own un-sung heroes.
Their stories became the focus for our ads, with each region featuring a CCEP employee that local residents would relate to.
Over a year different ads appeared in the press across eleven UK regions, reaching over two million local people and helping to improve their knowledge and their perception of CCEP.
Site managers also reported an uplift in employment applications and many staff asking to be featured in future ads.