Axfood creates new opportunities with a forward-leaning employer brand.
Axfood creates new opportunities with a forward-leaning employer brand.
About the case
Brief:
Activate the employer value proposition with an effective and applicable concept.
We did:
Concept & content
Channel & distribution
Numbers:
12
different brands/concepts
20 %
of the market
12k
employees
"The concept will be a communicative mobilization of efforts with clear goals, confidence in the future, and action."
From the concept platform
The challenge
As Axfood sets out to challenge the Swedish food culture, they need to muster forces among their employees and add new skill sets to their team. After anchoring their employee promise internally, it was time to market it outside Axfood as well – and for that they needed a communicative concept.
Concept for food, people and opportunities
Our assignment was to develop an employer brand that positions Axfood as a family of opportunities, the employer that is challenging the industry with innovative thinking and drive, and that is engaged as a positive actor in society.
The result was 'We make Axfood possible'. It is a colourful concept that dares to stand up for itself – just like Axfood’s employees when they challenge our preconceptions about the food of the future.
The best opportunities to success
To shorten the step from idea to reality, we planned the photo and video shoots early on. Now when Axfood has both the toolbox and the material to market its employer brand, we are ready to activate the media strategy. With an ongoing marketing strategy, we help Axfood build their employer brand, attract new talent and keep their current employees with a full circle perspective where both strategy, concept and activation plays an equal important role.
