Kaufland “You can count on us” employer brand campaign
Covid-19 pandemic brought numerous challenges. Only the people-centric organizations were the ones who thrived the most. Like Kaufland Bulgaria – the biggest retailer, which values put people first. Kaufland mobilized all resources because front-line workers in retail were most affected. They’re responsible for other people having access to food and yet afraid of own health. Fast work-flow adaptation kept employees and customers safe. Being loyal and stable as employer led to no jobs losses but hiring more people when the unemployment in the country jumped to 9-10%.
“You can count on us” employer brand campaign showed Kaufland’s strength. It was a true Power of One project for Publicis Groupe – a unique combination of MSL Sofia’s employer brand and PR know-how, Digitas Sofia’s creative digital expertise and Zenith’s media efficiency. It was about the superhero inside each Kaufland’s employee – their daily experience, strong qualities, and motivation. Their superpowers as professionals. The creative rolled out with video stories in digital and media for 8 months. We showed employees from retail stores and from the warehouse. All provided impeccable customer service and good supply. That was a smart approach to show what a stable employer Kaufland is by taking all means to keep safe all people at all time. We achieved the communication goal, which was awareness of Kaufland as stable employer, who was recognized as the best employer in Employer Branding Leaders of The Year.