Observed Signal · Aug 31, 2026 · Partnership · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
Coop Targets Apprentices with Authentic Employer Branding Campaign
Swiss retail giant Coop has launched a new employer branding video campaign titled "Choose your character" to recruit apprentices. Produced by the Zurich-based production company Filmgerberei, the campaign addresses a highly competitive apprenticeship market where young audiences easily detect staged content. The video features three actual apprentices openly sharing their initial fears—such as being treated as "just a number"—and explaining how these concerns proved unfounded in their daily work. This campaign marks another collaboration between Coop and Filmgerberei, who previously created an award-winning apprentice film together in 2022.
It highlights a regional recruitment campaign and partnership in Switzerland, with minimal impact on global AdTech operations or industry standards.
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Key Takeaways & Evidence Grounding
- Coop launched the "Choose your character" employer branding campaign specifically targeting young apprentices.
- The campaign was conceptually developed and produced by Filmgerberei.
- Coop is Switzerland's second-largest provider of apprenticeships.
- The campaign is designed to counter a highly competitive "candidate's market" and appeal to a skeptical younger demographic.
Ontology Mapping & Concepts
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