With a strong network of restaurants, La Piazzetta has everything it takes to appeal to the workforce of tomorrow, Generation Z. To introduce the company to future employees and develop an employer brand image that resonates with this target audience, La Piazzetta commissioned Imédia.
La Piazzetta
Imédia recommended focusing communication efforts on Gen Z, as they were the next significant demographic entering the workforce. The main challenge of the campaign was reaching a target audience that wasn’t part of the clientele’s age group and required additional communication effort.
Characterized by less impulsiveness than the previous generation, millennials, Gen Zers ensure stability and financial security through their consumption choices. From this information, we established a reliable guideline: balance. With fixed schedules, a regular clientele, and kitchens that close early, La Piazzetta is “Plus que stable” (More than stable). Instead of spending time and energy working on the perception of youth, Imédia leveraged the chain’s 33 years of experience to create the campaign: La Piazzetta offers a solid foundation for a better balance between personal life and dining out.
Based on security, the campaign presented more convincing arguments than a foosball table or lunchtime yoga classes. The visuals conveyed the lightness associated with stability and work-life balance. The execution was playful, counterbalancing the rational arguments put forward by La Piazzetta. A series of illustrations and animations, entirely produced in-house, both retro and contemporary, sparked curiosity with their surprising aesthetics and rejuvenated the brand. The typography chosen referenced the nostalgia of the past, a sensitive chord for Gen Z, while highlighting the company’s years of operation. With artistic direction perfectly aligned with the tastes and interests of our target audience, it goes without saying that we were far from the corporate approach of competitors.
At the end of this campaign, broadcasted on Instagram, Snapchat, and TikTok, La Piazzetta received around 275 job applications. The campaign ended with a click-through rate of 1.05% on TikTok (compared to an average of 0.90%) and 18.39% on search engines. An interesting finding: During this period, half of the visits to La Piazzetta’s website were in the employment section. That means one out of two people visited the employment section during the campaign.