MAXIMA. Employer branding

People tend to go to the supermarket when they run out of bread or milk.
But we showed that at Maxima stores you can also get work experience.
We took inspiration for this employer branding campaign from the shelves, creating six products that represent different skills you can acquire working at Maxima.
They are: sparkling leadership, supple entrepreneurship, zesty courage, tonic energy, pearly ideas, and candied communicability.
The products were all introduced in the form of weekly TV promotions, which became legendary, and actual packages found their way to the supermarkets’ shelves.
So people could literally pick up some experience and put in in their shopping cart. And they did. Demand was so great that we had to restock them in bigger quantities.