Lidl is an international chain of grocery stores that differ from the other chains on the Swedish market. They still suffer slightly from rumours, prejudices and old truths about what it is like working at Lidl.
A job at Lidl can involve anything and everything from an international career to being proud of the vegetable stand you manage. To get a good and fair picture of Lidl as an employer, we met with a large number of co-workers; working in stores, warehouses and at the head office. A picture of a proud challenger within the Swedish grocery trade slowly emerged.
Using this as our starting point, we worked closely with Lidl to conceive a concept that puts the co-workers at the centre and lets them portray their own journey within Lidl and what they expect from the future. We filmed co-worker videos that spread on Facebook, we created ads for use in digital channels and on billboards around the country and in the vicinity of the stores. For job fairs, use in the stores and other selected places, we have created various communicative and engaging units where our heroes are presented.
Lidl has now begun the journey that will make them the most attractive employer among the grocery store chains in Sweden.