To emphasize the benefit of stability when you have a job position at Lidl, instead of promoting the job we decided to sell a real safety pillow that comes together with all the benefits a job position at Lidl can offer. The employer branding campaign turned into a sales campaign with telemarketing style commercials, outdoors, online banners and piles of actual pillows. All you have to do to get one of these pillows for yourself is come and work with Lidl.
SAFETY PILLOW
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