Bidfood transforms truck cabin into karaoke booth
With a new employer branding campaign ‘Rijden voor Bidfood’, Bidfood and Home shine a light on the fun, pride and personality of life on the road to attract a new generation of drivers.
Commissioned by Bidfood, creative agency Home has produced the social campaign ‘Rijden voor Bidfood’ to recruit new drivers. The campaign consists of a music video and social-native content that highlights the enjoyment of working as a Bidfood driver in a relatable and human way.
Bidfood is the Netherlands’ largest online wholesaler for food professionals, operating daily across the country with a large fleet and team of drivers. The social campaign focuses on recruiting permanent staff. The challenge: how do you convince the right people to get behind the wheel for Bidfood? Home looked for the answer in the place where drivers feel most like themselves.
The cabin as a stage
The truck cabin is the place where drivers feel free – singing along to their favourite Dutch hits as if nobody is watching. That sense of enjoyment, pride and energy makes every ride unique, but often remains invisible. Until now.
For the social campaign, Home translated the well-known concept of Carpool Karaoke into Cabin Karaoke, transforming the Bidfood truck into a moving stage. Starring Raffie de Driver and Nassim, the agency developed the music video and social content around the song ‘Rijden voor Bidfood’, which was conceived and produced by NOISE. The content brings Bidfood’s workplace culture to life for both potential new colleagues and current drivers.
“Drivers bring a part of themselves onto the road every single day. We wanted to make that personal side and the enjoyment that comes with it visible in this video,” says Davide Cocchiara, Creative Director at Home. “We were looking for a format that goes beyond the traditional job vacancy. Raffie knows the world of drivers from the inside out, and the song connected perfectly with that.”
Watch the music video here: https://www.youtube.com/watch?v=psjesiUzzro
Credits
Client: Bidfood
Social: Home
Strategy & creative campaign concept: NOISE
Talent: Raffie de Driver, Nassim
