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Together at Lidl.
An employer branding campaign in which simple questions became the foundation for fighting discrimination at work.
Challenge
How do you show that Lidl Polska is a good, fair employer?
We'd actually been talking with Lidl about an employer branding campaign built around fundamental, work-related values back in 2019 – that's when the first concepts took shape. Their rollout was delayed by an unexpected guest, the pandemic, and it wasn't until a few years later that we dusted the ideas off and gave them their moment to shine.
We found the answer in questions. Is your date of birth an asset during recruitment? Can your child take part too? Questions like these became the basis of a campaign that grew from employer branding into a social cause – Lidl didn't just ask, it answered firmly, taking a stand against unfair and discriminatory practices in the job market.
Idea
Real people stand behind the brand.
Authenticity, credibility and a simple message – that was our goal at the creative stage. We built the campaign around five pillars: parenthood, generational diversity, freedom from discrimination, fair pay and CSR strategy.
For each one we paired a simple, catchy question with a real Lidl employee who answered it – their faces and stories inspired the campaign's name: "Razem w Lidlu" ("Together at Lidl"). We opened with a teaser made up of questions alone, no answers, then rolled out at full scale – online and offline, from billboards to in-store displays.
Execution
"Razem w Lidlu" was a major image success right from the start – the campaign was covered by trade media, industry experts and fans of the brand alike.
Project team
- Project manager
- Szymon Szczepaniak
- Social media manager
- Marta Stefaniak
- Art director
- Marcin Bilicki
- Graphic design
- Agata Gołębiewska, Wojciech Cielas
- Copywriter
- Agnieszka Mikołajczak
