Chewy

The explosive growth of home delivery services, led by the ascension of online retailers (such as Chewy) and accelerated by the global pandemic, has created an incredibly high demand for fulfillment center (warehouse) workers. All businesses are in a battle for talent, and these jobs can be physically demanding, so Chewy needed a differentiated message to help secure the type of team member who would not only be interested in serving the needs of pet parents, but also consider sticking around longer than the industry average.

Our insight leaned into Chewy’s belief that they could stand out by promising to treat people like human beings. A simple, but meaningful promise to a potential team member who might be skeptical based on past experience in the industry.

We ended up not only creating three distinct campaigns, People People, Unleash Yourself and Amazing Humans, we also developed internal communications to help ensure that commitments made during the hiring process were also reinforced for those who came to work in Chewy Facilities.