EDEKA, Germany’s largest food retailer, pushes out the idea that kids from GenZ should know that they are the authors of their own stories and not mere readers waiting for something good to happen. With their new training campaign, “Make Para Normal”, EDEKA utilizes GenZ’s love for astrology and horrendous ‘taking control’ to serve their purpose.
A Fun Look at Career Choices
Celo and Abdi, Frankfurt’s rap duo, star in the campaign and add humor as well as relatability to the message. The duo is featured in the campaign video while seated in a fortune teller’s tent where they comically try to preview their ‘great’ future. They essentially make the point that people shouldn’t approach life with a hope for the best mentality. Instead, they should set their minds on ‘money-festing’ success entails much more than simply wishing—like getting practical work experience (i.e., training at EDEKA).
Abdi and Celo, through their ever-loved stans, deliver the message loud and clear: successes consist of deeds, not crystal balls. The campaign aims to motivate the youth to grab their future with the wide chest of career opportunities that EDEKA has to offer.
Career Opportunities at EDEKA
EDEKA claims to have the most diverse set of training programs in Germany and with 19,200 current trainees under their name, EDEKA truly is one of the largest trainers. The company has retail and logistics positions available, as well as dual study programs at EDEKA headquarters which caters to almost all levels of interest.
For a young person aspiring to work at a supermarket, in production, or in logistics, EDEKA offers over fifty different programs. Remember, while horoscopes can be fun to read, a career at EDEKA is what really counts at the end of the day.
Careers Reimagined Using Social Media
To better reach their audience, EDEKA has brought the campaign to TikTok and Instagram. These platforms are preferred and frequently used by GenZ, making them great for distributing engaging and trendy content. The campaign video featuring Celo and Abdi in their skit as fortune-tellers is relatable to the younger audience, making the joke and hopes of young people.
On the other hand, with well-rounded entertaining and practical advice, EDEKA is able to illustrate that while contemplating a career decision does not always have to be dull. The links to their content have been provided so the viewers can easily access more information regarding the training programs.
Self-Determination
The main goal of this ad is to get youth interested in pursuing their hobbies and thinking of their future. Since a lot of GenZ already enjoys EDEKA’s initiatives, they will be motivated to take direct action instead of passively waiting for an opportunity or career to just fall into their laps.
The phrase “Make Para Normal” serves a dual purpose, pointing to both achievement and mysticism. It serves as an acknowledgement that one’s future is not dictated by horoscopes but rather by one’s actions in the present.