Kaufland Teams Up With TikTok Influencer 'Herr Anwalt'

By Dayeeta Das
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Kaufland Teams Up With TikTok Influencer 'Herr Anwalt'

German retailer Kaufland has collaborated with TikTok Influencer 'Herr Anwalt' (Mr. Lawyer) for its latest recruitment campaign.

Tim Hendrik Walter, alias 'Herr Anwalt', illustrates what is behind the apprenticeships for warehouse logistics, fresh produce salesperson, and retail salesperson at Kaufland, in a humorous way.

'Herr Anwalt' is one of the biggest TikTok accounts in Germany, with 4.4 million followers.

"With the clips, we pick up our future junior employees exactly where they are privately: on social media. We speak their language, pick up on trends such as the youth word of the year 'cringe' and pair the whole thing with a wink," explained Christina Lajter, head of personnel marketing at Kaufland.

Recruitment At Kaufland

As an employer, Kaufland offers numerous entry-level opportunities in a wide variety of areas, including apprenticeships and dual courses of study in various departments and the Kaufland high school graduate programme.


In addition to remuneration above the collective bargaining agreement and good hiring opportunities, Kaufland offers newcomers a practice-based training programme as well as career and development prospects.

Walter stated, "Cooperations like this are fun because they take place on an equal footing. Lots of young people cavort on TikTok, whom Kaufland can offer job prospects.

"It is an honour, but also a responsibility, that I can address this target group on behalf of Kaufland and inspire them for a wide range of career opportunities."

With large campaigns on its social networks, Kaufland is increasingly devoting itself to Generation Z.


Social Media Content

While creative content and interactions are in the foreground on Facebook and Instagram, on TikTok, the company relies on eye-catching clips, campaigns, and collaborations.

Kaufland began its collaboration with Herr Anwalt this year.

In his videos, he addresses everyday questions and answers them from a legal point of view - understandably and within a minute.

In his new clips, the influencer is now recruiting the skilled workers of the future for Kaufland.


The clips with Herr Anwalt were produced in collaboration with the agency WeCreate and are available to view on Instagram and TikTok.

© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more Retail news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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