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Danone Group

That's DANONE. And That's DANONE.

A campaign that showed Danone is so much more than yoghurt – as an employer too.

Client: Danone Group
Year: 2025
Scope: Creative concept, communication strategy, photo shoot, reels, formats, media buying, campaign delivery
Service: Employer Branding

Danone Group – That's DANONE. And That's DANONE

Challenge

Danone was mainly known for yoghurt. But there are many more opportunities here.

Powerful brand awareness is every marketer's dream, but in employer branding it can become a trap – a strong association with a single product category meant candidates missed the sheer scale of opportunities the Group offers. Because Danone isn't just yoghurt – it's also eco-friendly Alpro, the iconic Żywiec Zdrój, and one of just five IT&Data Hubs Danone runs worldwide.

The Group offers a wide range of products and career paths. The campaign needed to show that diversity to candidates across different generations.

Idea

Apparent opposites can go hand in hand.

Our task was to capture the promise of "ONE DANONE. MANY OPPORTUNITIES" in a single, sharp message. Rather than a stiff corporate manifesto, we reached for a format the internet already knows and loves – the "is it this or that? Both!" meme structure. The "That's DANONE. And That's DANONE." campaign set the stability of a market leader side by side with the energy of modern shared services, showing that seemingly contradictory sides of the job can coexist.

Execution

To give the idea of duality a physical form, we went beyond standard print – using lenticular printing so outdoor formats literally "came alive" as passers-by walked past, the image shifting with every step. It wasn't just a visual trick; it was a technological metaphor for the flexibility the employer offers.

The strongest employer branding happens off the record, so instead of scripted films we went for maximum authenticity – employees recorded their own voice notes. QR-coded citylights in Warsaw and Katowice became the gateway to those personal stories, letting passers-by hear an unfiltered view of life at the company. During the teaser phase, bus shelters turned into mobile puzzle corners with giant crossword formats, and the rest of the communication split by generation – TikTok and Instagram for the youngest talent, Facebook as the hub for substantive conversation with Gen X and Millennials.