„"Yes, I work at Biedronka." Honest voices from employees in a new image campaign

„"You think this is an easy job? Please... (...) This is not a job for those who give up easily" - this is how the latest installment of the employer branding campaign "Biedronka to MY.

The campaign concept was developed with the input of store employees, and with their personal involvement. They shared their experiences and emotions, discussing what's most challenging about their jobs and what gives them satisfaction. This made the spot an authentic record of reality as seen through their eyes.

The employees were played by actual Biedronka employees. They tell their stories and show their daily lives: working the cash register, stocking merchandise, explaining promotions, responding to crisis situations, and even small gestures of support for customers and colleagues. This authenticity and sincerity are key features of the campaign – without embellishment, but with pride and respect for the daily effort.

We want every viewer to see that behind everyday purchases stand people with character, ambition, and their own stories. It's a demanding job, but incredibly necessary. That's why we're proud to give a voice to our employees who loudly say: Yes, I work at Biedronka.  

– says Jarosław Sobczyk, HR director of the Biedronka network. 

There's a stereotype that we cashiers are uneducated. It's unfair and often untrue. I have a lot of self-respect, and such words don't hurt me. But I know some people are upset when someone says them that to their face. I really enjoy working with people. It's a respite that helps me function normally. It's a cure for my illness, which I've been struggling with for years. I'm proud of my work, of myself, and of my coworkers. I meet fantastic people. I feel like an important part of the team, I feel needed..

– says Łukasz Sałaciński, a cashier in Gdynia, who appears in the commercial.

The new campaign is being accompanied by extensive communication across television, the internet (including social media and Biedronka's own channels), in-store, and outdoor. The campaign launched on January 19th and will run for three weeks. Mova Film is responsible for the strategy, creative, and production, while Wavemaker is responsible for media planning and buying.