Mitchells & Butlers, the hospitality group, needed a fun way to inform all its 44,000 employees about its new, online learning management programme. How could internal training messages be delivered in a way that appealed to and inspired these fun-loving employees?

Our idea took its inspiration from the title the client was using internally – Mitchells and Butlers Learning Environment (MABLE). From it, a bubbly, elderly training expert called Mable became the hero of a series of videos, screensavers, posters, online banners and desk drops. Mable delivered content in an amusing way, enabling her to become a memorable icon for the client’s learning culture.

Mable certainly got results from her activities. Over 47,000 online courses were completed in the first two months after Mable first appeared. And the campaign helped Mitchells & Butlers to produce significantly more training programmes in-house and even increase food quality scores by 5%.