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The Challenge
Lidl wanted to increase its visibility and approachability as an employer, particularly among a young, social-media-savvy target audience. Instead of relying on standard employer branding clichés, the company sought an authentic yet entertaining way to provide insights into the daily work routine.
The Execution
The mockumentary "Die Filialhelden" was created as an eight-part series that brings the daily life at Lidl to social media feeds with a humorous twist. The story centers on Mark, a marketing colleague from headquarters, who teams up with store employees to try and boost the company's social media engagement.
Almost all roles were played by real Lidl employees—including store manager Kevin Kublik, who already inspires over 900,000 followers with authentic behind-the-scenes content. The series was inspired by popular comedy formats like "Die Discounter" or "Superstore," but reinterpreted specifically for Lidl: charming, self-deprecating, and true to real-life work experiences.
Outcomes
With over 6.5 million views, 35,000 likes, and hundreds of comments, the mockumentary generated a massive response. The community celebrated the humor and authenticity, immediately calling for a second season. "Die Filialhelden" demonstrates how employer branding can become genuine entertainment that meets people exactly where they are.
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