Biedronka to MY. Codziennie.

Not only with a range of benefits and benefits that set trends on the market, but also... in poetry. This is how our chain appreciates its employees. We decided to tell Poles in a unique language about the unique work of the people we employ and who serve millions of customers every day, ensuring that their most important needs are met in 3.4 thousand stores. Another edition of the image campaign "Biedronka to MY. Codziennie." has started

In our latest employer branding campaign, we give voice to the heroes of Biedronka – our employees from stores and distribution centres.

The thirteen-syllable verse read by the narrator shows the team of the largest retail chain in Poland, who make life easier for customers on a daily basis. Thanks to the work of people employed in stores and distribution centers, necessary, everyday activities that determine the rhythm of life for Poles, such as preparing breakfasts, family lunches or dinners, become much easier. However, the work that we show in the latest edition of the campaign often goes unnoticed by customers. And as the narrator emphasizes: employees are, after all, "Although not always visible, they are always necessary."

The film does not feature professional actors. Their roles are played by Biedronka employees in real situations that fill their day. When the world wakes up, they are already at work, at full speed. They accept deliveries, bake bread, put out fresh fruit and vegetables so that Poles' favorite products are always at their fingertips. The campaign also includes scenes that confirm that the Biedronka team is integrated and that employees feel good in each other's company: conversations and celebrating birthdays together.

This campaign is an expression of appreciation for the Biedronka team, which gives its all every day and makes our customers' visits comfortable, regardless of the length of the shopping list. We want to show how important the hard work of our colleagues is and how important it is to the inconspicuous everyday life. Our people are the heart of every store and it is thanks to them that we can complete purchases more efficiently, regardless of the time of day and the occasion.

Jarosław Sobczyk, HR Director of the Biedronka network

The new edition of the "Biedronka to MY. Codziennie" campaign is accompanied by a marketing campaign implemented, among others, on television, radio, the Internet - including social media and Biedronka's own channels. Customers will also be able to hear some of the activities in the chain's stores. The campaign started on April 9, 2023 and will last 3 weeks. The DDB Warszawa agency is responsible for the strategy and creation, the OTO Film production studio is responsible for production, and Wavemaker is responsible for media planning and buying.