Today’s Superheroes” Recruitment Campaign

The frontline workers who support the food supply chain play an essential role in keeping local grocery store shelves stocked with everything our families need. With the growing demand stemming from shifting consumer shopping trends and impacts of the global pandemic, the need to hire and retain top talent to fill vital positions in the Distribution Center environment has become more important than ever.

Phoenix Lifestyle Marketing Group was selected to provide Brand Development and engagement services in support of ADUSA Supply Chain’s team to help achieve their recruitment and retention objectives.

In order to successfully achieve the objectives of the program, The Phoenix implemented its four phase Brand Development process consisting of:

• Exploration
• Brand Strategy
• Program Planning
• Implementation

Beginning with the Exploration Phase of the Brand Development, three components including a Brand Audit, Competitive Analysis and Stakeholder Survey – yielded valuable insights that informed the work and ongoing opportunities. Additionally, a Brand Strategy Workshop was further combined with the insights to create The Brand Fundamentals, Brand Visual Representation and a Brand Story. This work ultimately led to the creation of the Brand Guidelines.

Another output of the Strategy and Planning Phases was the thematic of employee and prospect engagement campaign which was centered around the idea that the frontline workers that support the food supply chain are truly “Today’s Superheroes.”

To bring the campaign to life, messaging focused on expressing gratitude for the tireless work that distribution center associates perform every day to keep local store shelves stocked with everything families need. Along with powerful visuals of actual associates, the messaging was designed to instill a sense of pride for current associates and inspire prospective associates.

In the Implementation phase, The Phoenix developed and deployed a multi-channel media test campaign within three key focus markets to build awareness for the Brand and effectively reach and connect with prospects and drive traffic to the ADUSA Distribution job application website.