Capita hails ‘snowflake’ ads for helping mend army recruitment contract

Outsourcer Capita said a problem contract to handle British Army recruitment was on the mend after the recent blockbuster “snowflake” ad campaign.

The company said the Recruiting Partnering Project, which was criticised by the National Audit Office in December, was showing signs of improvement after it started working more closely with the Army.

“We fundamentally changed the working relationship,” said chief executive Jon Lewis. “It’s creating a common sense of ownership rather than dare I say it the master and servant relationship that was the picture of old. We’ve got to be in it together.”

Applications for the British Army are at a five-year high and the ad campaign led to a 78% rise in website visits.

The campaign was criticised in the media for its provocative approach to recruits.