SSP UK: Leading the Conversation

SSP is the world's leading operator of food outlets in travel destinations worldwide. In the UK, with brands including Millie's Cookies, Caffe Ritazza, Upper Crust and Pumpkin, it leads the way for food travel at airports and rail stations across the nation. But with little exposure in relevant B2B titles, the UK business was lacking crucial share of voice when WPR's dedicated foodservice PR team was called in.

We pulled on our strong media relationships and set out on a journey to position SSP UK as the leading expert voice in food-to-go. Our expert copywriting and issues-led style has secured inch-after-inch in the titles that matter, from British Baker and Cost Sector Catering to Out of Home and Cafe Business. Despite being previously muted in its own industry press, SSP UK (and its brands, products and key figures) was suddenly shunted to the front of the carriage.

Within eight months of working together WPR had secured over 40 editorial hits for SSP UK in relevant trade titles, securing more than £56,000 in AVE. Alongside successful consumer campaigns for key brands, we have made sure SSP leads the conversation in food travel with credibility, relevance and authority. That's our kind of journey.