The distributor had called on a start-up to conduct a campaign last summer to recruit apprentice butchers on social networks.
If you are a young butcher, you may have been recruited… on Tik Tok or Instagram. To conduct its campaign to recruit young butchers apprentices in the summer of 2020, Système U joined forces with the start-up Bonanza, which notably developed an internship search application for students, to invest in social networks. About 60 candidates were selected at the end of the campaign, which appeared in the feed of more than 1.1 million users on Tik Tok, Facebook, Instagram and Snapchat.
To cast the net as broad as possible, all young people under the age of 30 interested in the catering trade, crafts, cooking, or in general looking at publications around food, were in the sights of the campaign. recruitment. According to Bonanza, it was on Tik Tok that it was the most effective, in terms of qualified candidates, ahead of Facebook and Instagram. Tik Tok “has the particularity of generating a significant return on investment if the message sent makes sense”, explains the start-up in a press release.
CAP butcher shop
One way for Système U to promote its own butcher’s CAP. The brand indeed launched last September, at the end of this advertising campaign, its own apprenticeship training center. The students, divided into four classes in Ain, Aude, Maine-et-Loire and Paris, are trained in the trade at the rate of one week of lessons and three weeks ‘in the field’ in a store. network. The first school year only concerned apprentice butchers, but the charcuterie, fishmonger or bakery could follow.
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