Compared to established graduate employers like PwC, KPMG, Deloitte and EY, Lidl was not as top-of-mind for graduates as it needed to be across Ireland.
To combat this, we needed to position Lidl’s graduate employer brand as a an exciting challenger to tip the status quo, rather than play to established recruitment norms.
We sought to give Lidl graduate recruitment a unique and distinct personality that speaks to our audience in a way that’s relatable and readily identifiable.
“Ditch the dull!” “Ban the bland!” “Bye-bye boring!”
We found that graduates want a job that says something about who they are and offers them status and respect. The campaign creative platform was centred around the premise that at Lidl, we only hire certain types of people. We don’t do boring.
When it came to rollout across the Island of Ireland, leveraging “Shake me” audio, reverse graffiti, cinema screens and more allowed us to really hammer home the Lidl brand personality to the graduate audience, whilst still using effective traditional channels like OOH, digital and social.
The campaign was an overwhelming success with Lidl received an astounding 205% increase on applications year-on-year for the Graduate programme.
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