One of the retail industry’s most persistent prejudices is that “anyone can get a job at Netto.” Our campaign embraced that claim—and flipped it. Because yes, anyone can get a job at Netto, if they have the right mindset.
At the heart of it all is “Netto-ånden”: a real, deeply rooted sense of culture that employees themselves put into words—before we ever did. Our job was not to invent, but to reveal and amplify what was already there.
By giving the spotlight to real Netto employees, the campaign challenged public perceptions and turned a so-called low-status job into a workplace defined by pride, camaraderie and purpose. Internally, it reignited a sense of belonging. Externally, it redefined what it means to work in discount retail.
My role: Creative Director
Agency: Brandhouse
Brand: Netto
Copywriter: Maj Erstrup
Art Director: Anders Wendel
