This is how we roll recruitment campaign

‘Culture.’ A word that’s used on career pages so often it’s become an empty promise to whomever reads it. Because culture can’t be felt without being shown. 

A truth that Picnic, the well-known online supermarket on wheels, encountered when facing a massive scaling challenge. With an aim to reach thousands of new employees across the Netherlands, Germany and France, while protecting the tight-knit, crew vibes that make people want to work at Picnic. And - after some thorough research - we discovered shifts at Picnic are never a solo mission.

If Picnic is the supermarket on wheels, its employees all roll together. At the foundation of its culture, you’ll find true brother- and sisterhood. Where Shoppers and Runners share the same heavy lifting, inside jokes and hub banter as one close crew. The narrative to unite these truths resulted in our core Employer Branding concept: This is how we roll.

We captured their working grounds from inside out. Our camera’s and phones acting as colleagues, provoking spontaneous interactions and genuine moments between employees. Prioritizing on-the-go imperfections over staged perfection. The cherry on top? We designed and developed custom Picnic Heely’s for the employees to really show us how they roll together. The result rolled out as a social campaign, live across organic and paid channels in the Netherlands, Germany and France.

An Employer Brand that shows the real deal. Real Shoppers and Runners, real shifts, and Heelys that actually rolled down the aisles of Picnic's fulfillment centres to capture it. Now to be seen on their website and social feeds.