Koch agency relies on "Future Branding" for Lidl Switzerland
Lidl Switzerland has expanded its employer branding campaign "You and us, the best team", which was launched a year ago. With the new claim "You and us, that'll be big!", the Koch agency is focusing on the apprentices of today and tomorrow - and on lots of music.
Under the new claim "You and us, that'll be big!", Lidl Switzerland is encouraging both potential and existing apprentices to achieve big goals together. "Become the CEO of your own career" is the core message of the campaign. Being part of #teamlidl offers a future full of prospects and opportunities.
"Understanding the needs and wishes of generations Alpha and Z and addressing them at eye level is central to the campaign," explains Lorena Cicia, Recruiting & Employer Branding Manager at Lidl Switzerland. "That's why we conducted an extensive survey with the target groups in advance. Our apprentices contributed their ideas, visions and talents and are a visible part of the campaign."
Ambassadors at eye level
A collaboration with the musicians L Loko and Drini has also been created for the new wave of the employer branding campaign. "With their music and their own story, the musicians L Loko and Drini stand for the courage to think big, to go your own way and to remain steadfast in challenging situations - values that Lidl Switzerland also represents and which make them a perfect match," explains Marc Schadegg from the Koch agency. "In close collaboration with the artists and Sony Music Switzerland, the single 'Big', which was released in August, was created from this connection in terms of content. As an emotional and motivating catalyst, the song serves as the heart of the campaign and is used on various communication channels as well as internally to strengthen identification."
This is underlined by a trilingual version of the song with the artist Milune for the French-language part and Luca for the Italian-language part, which is available as an official music video on YouTube. To prepare the campaign together, current apprentices from Lidl Switzerland worked closely with L Loko and Drini.
From the beginning of September, the apprentice campaign can be seen throughout Switzerland on digital, social media and other content formats. Lidl Switzerland is strengthening internal identification by integrating the advertising material into recruitment, internal communication and at the point of sale. Because in addition to music, humor and joy will also be important in the future.
Responsible at Lidl Switzerland: Lorena Cicia (Manager Recruiting & Employer Branding). Responsible agency: Koch Agency. Cooperation: Sony Music Switzerland.
