EDEKA Headquarters for the Food Retail Sector Throughout Germany

In September 2016, EDEKA commissioned us to develop a pre-campaign for a special project aimed at addressing the shortage of apprentices—the goal: to highlight the diversity of more than thirty apprenticeship programs and position EDEKA as an attractive employer.

Under the title “Charles’ Hostel,” the target audience accompanied the protagonists Dean Reek and Thomas on a road trip in search of the symbol of the rising sun—from Berlin to Hamburg. The fictional film “Charles’ Hostel” was set to be released as part of the campaign in early 2017, and the story’s resolution followed in February 2017.

A website was created as the central content hub to officially promote the film—featuring a road trip-themed design, a user-friendly structure, and responsive programming optimized for mobile use. In addition, a Facebook page, an Instagram account, and a YouTube channel were set up and managed throughout the entire campaign—including daily posts, image and video content, and community management.

The final reveal took place via a “dark post” with a direct link to the new edekakarriere.de, generating nearly 10,000 clicks on EDEKA’s apprentice website.