Picnic launches employer brand campaign This is how we roll

Picnic and livewall are launching This is how we roll, a new employer brand campaign for Picnic.

The summer rush quickly creates a need for many people. But Picnic isn’t a seasonal business and needs a close-knit crew all year round. The employer brand had to handle the rush without relying solely on temporary hires or losing the startup crew culture.

That culture is in the little things. Runners (delivery drivers) start their solo routes with coffee and jokes at the hub; coworkers cover each other’s shifts. Among Shoppers (order pickers in fulfillment centers), coworkers from more than a hundred nationalities share the same inside jokes.

Picnic is the supermarket on wheels. This is how we roll extends that idea to the people who keep Picnic moving. It’s a platform concept that the crew can increasingly make their own over time and promote themselves: this is who we are, our rituals, our sense of humor, and the way we have each other's back.

That space determined how the first recruitment campaign was created. For four days of filming, a small team followed real shifts with a loose shot list. At each location, the crews received a surprise: custom Picnic Heelys featuring the little mustache from Picnic’s electric delivery vehicles on the toe.

“Four days, three countries. No script, but Heelys. Just capturing what really happens on the job, and yes, it went like clockwork,” says Jelle Dingemans, Creative Lead at livewall.

“Seeing our operational teams so excited to be part of this campaign was truly special. Keeping the camera rolling, watching them have fun; giving the world an authentic look at our operations while celebrating the people who keep Picnic rolling,” says Mariana Dumont Rotstein, Creative at Picnic.

The footage became the first recruitment campaign, now live in the Netherlands, Germany, and France. The Heelys proved so popular that Picnic ordered an additional batch as a referral reward for employees who refer a colleague.