Regional or multimedial? PepsiCo goes for it!

Pepsico

Objective

Tropicana Zeebrugge, which started up in 2002-2003 as a subsidiary of PepsiCo International, has seen a yearly growth of 20%. In order to have its two production lines running constantly, at the end of February 2011, the company was looking for ten new employees – people with a technical background, education to A2 level and willingness to work shifts.

Approach

The recruitment activity had to match the overall PepsiCo Belgium campaign, which emphasised the unique PepsiCo corporate culture. The company is convinced that it can only grow if the employees also feel that they can grow. The ‘Go For’ in the campaign represents the dynamic and entrepreneurial spirit of the employees.
The multimedia plan for PepsiCo Zeebrugge was based on a combination of classic and alternative carriers and emphasised the importance of regional recruitment actions. Reinforced by the powerful employer brand, the campaign was a real success. As well as national print advertising, flyers were distributed locally and posters were placed on De Lijn buses around the region. The bread bags campaign, in which the recruitment message was printed on 30,000 bakery bags, attracted the attention of VTM TV News.