How to drive cut through without a differentiated product, and in a low interest category? A point of difference that would make a difference. We invited British businesses to steal BECO’s predominantly disabled staff in order to raise awareness of the ‘Disability Employment Gap’.

With minimal media spend, the campaign activity reached 9.2% of all UK adults through OOH, PR and earned social, equating to 4.8m people, increasing listings from 55 stores to 250.