A breakfast-themed campaign for Greene King’s digital transformation
The challenge
Greene King, the UK’s leading pub retailer and brewer, employs 36,000 team members across 2,000 locations. As part of its multi-year People Experience Strategy, Greene King invested in Workday to modernise HR processes, moving from paper-based systems to digital self-service.
The challenge was immense: reach every colleague, many without access to digital channels, through a single 20-minute management cascade. Within that time, team members needed to download the app, log in, check their information and learn how to complete essential steps, like holiday requests.
The cascade had to grab attention and take people through a clear process within a very short window.
The solution
We created Start Your Workday Right!, a bold, playful campaign inspired by cereal box packaging. Each ‘meeting-in-a-box’ contained everything managers needed to run engaging sessions: a walkthrough map designed like a game, which guided everyone through the process with step-by-step instructions, posters, notebooks and even popcorn.
The campaign rolled out in three phases:
- Tease: Digital animations and intranet banners built anticipation.
- Launch: 2,000 boxes delivered nationwide for manager-led sessions.
- Support Centre Activation: Immersive office installations, competitions and lunchtime surgeries reinforced the message.
By focusing on equipping managers and making the experience fun, we turned a technical rollout into a cultural moment.
The results
The campaign exceeded expectations:
- 84% adoption in the first week (target: 80% in the first month).
- 51% mobile app usage within one week (target: 60% after six weeks).
- 54% profile photo uploads by the second week (target: 40% in the first month).
Pulse survey feedback showed:
- 62% felt well-informed before launch.
- 71% found the meetings easy to engage with.
- 78% found actions clear to follow.
User-generated content on internal channels demonstrated genuine engagement. Senior leaders called it “the best launch we’ve ever done.”
The client’s view
Greene King praised the campaign for making a complex digital transformation feel simple and human. Leaders highlighted how the creative approach united 36,000 colleagues in a shared experience, setting a benchmark for future change initiatives.
Why we love it
“This project showed that innovation isn’t just about technology – it’s about empathy and imagination. By blending strategic thinking with playful creativity, we turned a potentially daunting system change into a joyful, action-driven experience.”
Tom Abbott, Partner – Strategy
