Don’t Lose Your Way

V+O Communication and Kaufland’s internal PR team developed the full “Don’t Lose Your Way!” communications campaign to strengthen the retailer’s employer brand. The campaign was created in response to a real public need identified by the Bulgarian Tourist Union (BTU): a significant share of Bulgaria’s hiking trails require improved infrastructure. Building on this need, V+O designed a distinctive employer brand initiative that encouraged volunteering across Kaufland, helping the company stand out in a labour market with a shortage of talent and attracting the attention of potential candidates. In less than a year, all targets were met: over 250 employee volunteers embraced Kaufland’s cause of promoting an active lifestyle and protecting the environment, contributing more than 750 volunteer hours to renew over 400 km of trails across 10 key locations nationwide. In the first edition, the teams installed 296 direction arrows, 60 signs meeting European Ramblers Association standards, and 19 information boards. From a communications perspective, the campaign earned broad national and regional coverage with more than 80 media pieces, including appearances on national TV and radio and features in leading print and online outlets. On social media (Facebook, Instagram, TikTok and YouTube), the content reached over 420,000 people and generated strong engagement, including 200+ positive comments. Organic sharing by employees further boosted trust and authenticity.