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Ben & Florentine
Focusing on friendship for a fun and inclusive recruitment strategy
HR marketing

Struggling to recruit

Forced to open and close their doors repeatedly over the past two years, restaurants are now faced with glaring labour shortages. With hundreds of positions to fill across Quebec, Ben & Florentine asked Republik for help.

Putting fun at the heart of the offer

Being one of many restaurant chains actively recruiting, it was essential that we differentiate Ben & Florentine from the lot.

Drawing inspiration from Ben & Florentine’s kinship

After listening to current employees, it was clear that they loved their jobs because of their colleagues. And after several lockdowns and months of isolation, activities that allow us to socialize and have fun are all the more appealing. So we put fun and friendship at the heart of our campaign. At Ben & Florentine, fun exudes from the team’s family spirit and strong sense of community. The name of the chain itself evokes this notion of kinship. So we made it clear that working at Ben & Florentine was more than just a job, it was a place to find friendship.

Duos in the spotlight

The campaign positioned Ben & Florentine as a place where real friendships are born. We even invited potential candidates to apply as a team. We pushed the concept by illustrating iconic duos and highlighting stories of friendships forged right in the restaurants’ kitchens and dining rooms. The playful illustrations and stories made for great content that lived on Facebook, Instagram, Tik Tok, and of course, Tinder (we couldn't resist).

"Republik's mandate was both simple and complex. We had to successfully stand out of the crowd in a context where offers are popping up everywhere. Republik’s team guided us in our reflections by daring to question us in order to better reach our audience. Creative, flexible, and agile, the campaign reflected our values and our personality." Marie-Eve Turcotte, Marketing Director B&F - Tutti Frutti