Picnic employer branding recruitment campaign

How can Picnic hire at scale without losing the crew-like, non-corporate spirit that drew people in?

That spirit is brother- and sisterhood, through hard work and good times: coffee before a solo route, a colleague taking your shift, inside jokes and food from home across 100+ nationalities.

Picnic is the supermarket on wheels. We extended it to the people who keep it moving: THIS IS HOW WE ROLL

A long-term employer platform the crew can make its own. The first campaign had to work the same way.

Across four days in the Netherlands, Germany and France, a small team followed actual shifts with a loose shot list.

Planned shots gave structure. Everything between them made the campaign.

Then we surprised the crews with custom Picnic Heelys, carrying the little moustache from Picnic’s electric delivery vehicles. Once the boxes opened, direction became mostly unnecessary.

The footage became the first recruitment campaign, now live in all three markets. The Heelys proved popular enough that we ordered more as referral rewards.

Want a pair? Better bring someone worth rolling with.