Brakes already has a reputation for award winning products, and industry leading CSR, but its latest accolade – Best Channel Partner Programme at the Incentive Awards – recognises the outstanding success of its Help for Hospitality Campaign.

The objective of the Help for Hospitality Campaign was to put money back into the pockets of hard-pressed hospitality businesses who have had to weather the unprecedented storm created by the Coronavirus. And it achieved this to outstanding effect with a campaign that included more than 3,500 price cuts, a ‘cashback’ style scheme to help reward businesses, and bespoke promotions. All complemented by support for some of the UK’s leading 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.’

‘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,’ says Leon French, Brakes Customer Marketing Director. ‘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.

‘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.’

‘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,’ concludes French.

Now in their sixth year, the objective of the Incentive Awards is to recognise and reward the employee programmes, people and technology that showcase exceptional execution, creativity, and innovation.