SODEXO
Employee Benefits Provider
Brand Repositioning

In 2020, the Turkish government implemented fixed commission rates, removing any pricing advantage for meal card providers, a key benefit for employees throughout the county. This left the client wondering now to differentiate their brand and gain a competitive edge in the employee benefits market.

As if that wasn't enough, COVID-19 changed the workplace landscape overnight, reducing the need for meal cards and creating new demands that employers had to address.

Just as the toy industry targets the child rather than the parent, the rebrand was geared to target the employee and concentrating on enticing them in order to create active demand for Sodexo. At the same time positioning the client as a tool of internal communications and employee happiness management.

To become the 'toy', a number of initiatives were launched, fixing user experience tension points, adding sale options, building a customisable

ecosystem of various side benefits covering a range of employee needs and desires.

This rebrand positioned the client as no longer just a meal card provider, but a market leading employee wellness brand.