Loblaws is a Canadian leader when it comes to grocery, yet just like any other major retailer, finding new employees is a huge challenge. The grocery chain struggles to draw in young workers who are more likely to apply to McDonald's or Starbucks before applying to them. 

Our creative challenge was to help this young audience see the benefits of working with a company like Loblaws in the context of their future. Leveraging a “Got 5 minutes” style of video popular on YouTube, we did fast authentic interviews with existing employees while working. The campaign was supported by print, ooh, and social media featuring the same real employees and playful headlines.