This Is Picnic: For Real
Picnic didn’t need another polished employer branding campaign. They needed a platform that reflected the workplace as it actually is: honest, energetic, chaotic, social, physical and above all deeply human.
We created This is Picnic for Real, an employer branding platform built to capture the company through the eyes of the people living it every day.
The platform was built on a simple insight from Wolfstreet research: the more honest a company is about what working there really looks like, the longer its people tend to stay.
At a time when Picnic faced retention challenges, authenticity stopped being a creative direction and became a strategic tool - for attracting the right people, and for helping them stay.
So every campaign explored the same idea from a different angle: showing Picnic exactly as it is.
From candid day-in-the-life content to a full ecosystem of employer branding campaigns, social, photography, films, activations and recruitment storytelling, across multiple audiences and European markets.
Rather than traditional recruitment advertising, we helped build an ownable creative platform that became part of Picnic’s internal culture and its external identity alike. It keeps strengthening retention, keeps growing cultural relevance among younger audiences, and scales along with the company itself.
