Reward Gateway Edenred Brand  Launch

Appointed in Dec 2023, VCCP Business, alongside sister companies Cowry Consultancy and VCCP Media, were tasked to create the first brand awareness campaign to announce the new value proposition following the merger of Reward Gateway and Edenred.  The newly combined entity, Reward Gateway Edenred (RGE), has created a world-leading employee experience platform. 

In recent years, UK businesses have put a priority on attracting and retaining talent, whilst the employee experience has hit a historic low.  This resulting low engagement among employees has cost the UK economy £52 billion annually in lost productivity.

We identified the root cause of this as an "Appreciation Gap", where employees seek genuine appreciation for who they are, not just their results. Our research found that employees feel that if they were genuinely appreciated for their value their overall workplace experience would significantly improve. Whilst HAAS business school research indicates that recognition boosts effectiveness by 23%, while appreciation and valuing individuals increases productivity by 43%.

Reward Gateway Edenred believe in the transformative power of appreciation to enrich employee experience and help drive business performance and resilience. 

When delivered effectively, the physiological benefits appear, with the release of serotonin, increased oxytocin and dopamine alongside a decrease in cortisol. This leads to a domino effect boosting performance, resilience and empathy whilst reducing aggression. This can lead to an increase in employee fulfilment at work, and it helps learning and lowers stress and anxiety.

That’s why RGE have built a world-leading employee experience platform that helps everyone feel valued and succeed, through a selection of personalised communications, discounts, rewards, recognition and benefits; financial, mental and physical wellbeing all tailored to meet the ever-changing and diverse needs and interests of the workforce. With a commitment to inclusivity and sustainability, RGE partner with over 1 million businesses globally, empowering more than 52 million employees to appreciate and support each other, enriching connections, for good.

Our brand campaign has infused behavioural insight throughout its development.  Imagery, colours, movement, sequencing and even the repetition of copy are synchronised to reflect the growth, momentum and evolution of human connections.

Launching in both the UK and United States, the campaign targets HR Leaders and decision-makers plus the broader C-Suite, across owned, earned and paid channels - PR, Digital OOH, Online Video, Connected TV, Digital Audio, Print, Digital Display and Social.  

Kirsty Maxey, CEO VCCP Business says “This is a fantastic win for VCCP Business. The new brand campaign uses behavioural science at its core. Having identified the “the appreciation gap” as the root cause of the lack of employee engagement, our campaign demonstrates the benefit of the “power of appreciation” for employees to enhance empathy and boost performance. It increases fulfilment at work, it helps employees learn and lowers stress and anxiety. It is also a strategic investment in the overall success and performance of the organisation.”

Whilst Mark Smith, Chief Marketing Officer, Reward Gateway Edenred comments “VCCP Business’s integrated creativity is the turbo boost we were looking for as we further stimulate the employee engagement space and continue to meet our global growth plans.  Employers and employees deserve a better experience and the combined strength and agility of Reward Gateway Edenred sets a new standard.  This is just the beginning.”

The integrated team that worked on the brand campaign included VCCP Business, Cowry Consultancy and VCCP Media.  The first burst of activity runs until June.