Lidl

Employer Branding

11.000 colleagues, each with their own Lidl Story: with this many stories, everyone finds one they relate to.

Split image: Left shows a woman on a forklift with a quote about flexible hours. Right shows a man in a store with a quote about a fixed salary.
What we did

Focus groups
EVP & storylines
Media strategy
Creative concept
Production
Design

Challenge

Shift Lidl’s perception as an employer

Because honestly, it could be better. Strange, really. Because when you talk to employees, you hear nothing but strong, positive stories. They just weren’t being told. Until now.

Straight talk

Lidl is a brand with character. So the employer brand needed the same. And you don’t build character with polished headlines. We let employees speak for themselves. Unfiltered. Honest. From “real career growth” to “earning enough to support three kids” — with this many stories, everyone finds one they relate to.

Mural met Lidl Stories design

Inside #teamlidl

We spoke to 90 people across stores, distribution centres and headquarters. No stiff interviews. Just real conversations. Those talks delivered a wide range of stories. The strongest quotes became the backbone of the awareness campaign. Combined with spontaneous, unposed portraits, they gave Lidl jobs a voice and a face: those of the employees.

Grocery store aisle with a sign showing a smiling employee in a bakery section. Shelves are stocked with various products.
Supermarkt_Billboard_MU
More cases
All cases
Worker in a yellow vest stands beneath a train in a maintenance pit, while a hand waves from above. Yellow railings line the area.

Recruitment Marketing

MIVB/STIB

Inside Views

MIVB/STIB
Two women smiling in the front seats of a car, with two passengers in the back, all appearing cheerful and engaged.

Employer Branding

Wit-Gele Kruis

Cars as unique as the employees

Wit-Gele Kruis

Ready to
ditch the
default?

Sameness is everywhere. But you want to do things differently. No copy-paste campaigns. No off-the-shelf formulas. You want your employer brand or change journey to stand out, driven by bold ideas and built to get real results. You're in the right place.

Our vision Contactez-nous