Nicole Ewald one: Ms Ewald, why does REWE Group need a new employer branding campaign?

Nicole Ewald: After six years with our previous campaign, we need a new one that is fresher, bolder and simply more contemporary. We wanted a campaign that reflected us as an employer in a unique and eye-catching way and that served our many different specialist areas. We needed something flexible for target groups ranging from beginners to senior professionals. We also analysed this at the beginning, including in employee workshops: Who are we as an employer and what messages do we want to send?

one: And these messages are now reflected in the campaign?

Nicole Ewald : Based on our corporate image, the agency picked up on the thread motif. It became a red thread that runs through the image against a friendly yellow background. We liked that immediately, because the red thread can be used in a variety of ways. Plus the crisp headlines. One letter is always omitted from each headline. This is funny and attracts attention when reading. It says: 'We miss you, make us complete'.

one: You photographed employees for the campaign motifs. Why did you do this?

Nicole Ewald: We wanted to appear approachable and credible and, in consultation with the Management Board, decided in favour of employee photos and videos. Our making-of video also shows how much fun it was to shoot the 15 testimonials.

one: Who applied for the photo shoot?

Nicole Ewald: A real cross-section of the company and from all possible areas applied, men and women, young and old, part-time employees, trainees... Fortunately, we were spoilt for choice. And I think we found very charismatic colleagues who come across really well in the photos. It's really difficult to move naturally in front of the camera.

one: What were the reasons why the colleagues applied?

Nicole Ewald: It was actually pride in REWE Group as an employer. Many were also proud to look back on a successful career path, others were happy about their great start as a trainee or apprentice. Some simply wanted to say: "I stand behind my employer, I appreciate the benefits, for example the flexibility". For another, it was important to convey how exciting and varied the retail sector is as an employer.

one: You wanted a colourful campaign, did you succeed?

Nicole Ewald: Thanks to the diversity of the testimonials and what they say about their work, we were able to show the many facets of our company. And through the creative design, of course. We wanted to convey that we put people at the centre of everything we do and that we support them in finding a solution for any life plan - whether someone wants to pursue a career or is dependent on flexibility.

one: But we're not just offering jobs, we're also looking for people..

Nicole Ewald: Yes, we also send out the message that we need capable people who are very willing to perform. Employees who are committed and willing to give their best. But for an employer who provides a home and support for many years. And we have found a good mix of employees for these messages.

one: When and where will the new employer branding campaign be launched?

Nicole Ewald: It will be rolled out on 10 March via internal and external job exchanges with the various job motifs, and the media rollout will start at the same time: social media, adverts, banners... The careers website will also have a new look by then. The focus here is not on print, but on targeted online marketing. We are very excited to see how it goes down.