A job full of bonus

A job at Albert Heijn starts for the money, but people stay for their team on the shop floor.

Albert Heijn wants to connect with Gen Z shop floor staff and shelf stackers in particular, and strengthen the sense of togetherness that already exists there. Rather than broadcasting a message, the choice was to give a stage to behaviour that was already visible online: appiestrijders.

Side job workers already call themselves #appiestrijders on TikTok. That name is the starting point for everything built from there.

Under #appiestrijders falls the shop floor itself. Different tasks, the things that sometimes go wrong, the fixed rituals and the humour that comes with them. It's exactly by going through that together that friendships form.

Under #stacks falls what the job brings. Ten percent discount with the bonus card. Early shifts, late shifts and overtime, also known as the grind. Profit share. Free exam training.

On TikTok and Instagram, content continuously responds to what's going viral at that moment. Each video stands on its own. Together they show what it's actually like to work at Albert Heijn.

This audience is no longer convinced by a job listing. They want to see for themselves how much fun a workplace is. By putting side job workers in front of the camera, in their own words and with their own humour, something appears that no job ad could ever show. Appiestrijders existed before a camera got involved. Albert Heijn didn't have to invent anything. Only show what was already there.