Picnic - This is Picnic for real
- Strategy
- Content
- Media
Hiring fast wasn’t enough. Picnic needed the right people, and they needed them to stay. Their data revealed a simple truth: the more honest they were about the job, the longer employees stuck around. But in a competitive hiring market, honesty had to be more than just words. It had to grab attention, cut through the noise, and make the right people see themselves in the role before they even applied.
We created a truly transparent campaign by co-creating with multiple real Picnic employees. With cameras strapped to them – and across the entire Picnic operation – we captured an authentic, unfiltered look at what it’s really like to work there.
The campaign came to life through a series of character-driven stories. To reach our Gen Z audience where they actually are, we launched the content across native platforms like TikTok, Instagram Reels, Snapchat and YouTube Short. Mobile-first, thumb-stopping and nothing but real.
"What we’ve created together is genuinely special. It was a huge undertaking, but such a joy to work on- and the response has been incredible. This campaign is more than just a one-off; it’s the first step toward a more transparent, heartfelt way of showing who we are."