Logistical choice: SUUS launched its first branding campaign

A Career at SUUS is a Logistical Choice' – This is the slogan of the employer branding campaign by Rohlig SUUS Logistics, the largest logistics operator in Poland. The primary goal of the campaign is to raise brand awareness as an employer and attract candidates from the logistics industry, as well as from other sectors. The company places a strong emphasis on people, with engaged employees playing a key role in shaping the campaign from the very start.

As part of the campaign, the brand hero LogiSUUS was introduced – a small robot with a big heart and unique abilities. LogiSUUS is more than just a companion for employees; the character symbolizes the comprehensive nature of the logistics services offered by the company. It can transform into an airplane, a container wagon, a ship, and a truck, with a forklift as one of its key attributes. The robot also represents the modern technology used by the company and inspires action. LogiSUUS will be featured in the campaign across various platforms, including OOH (out-of-home) media, the career website, employer profiles, animations, behind-the-scenes videos, and social media

We are a Polish family-owned company offering a unique workplace in an exceptionally promising industry. On one hand, logistics (TSL) is a vital sector of the Polish economy, and on the other, Poland is an undisputed leader in European transport. Additionally, the pandemic and the war have driven a powerful and long-awaited transformation in technology and ESG. We are seeing growing interest from candidates in industries like finance, insurance, FMCG, and retail. People are seeking a motivating atmosphere, dynamic development, and ambitious challenges – and that’s what we offer every day. SUUS is our own – here, people have always come first, allowing us to build a diverse work environment based on respect and mutual trust. Our main strategic goal is to become the number one employer in the TSL industry, and this campaign is another step toward achieving that goal," says Piotr Iwo Chmielewski, Member of the Management Board of Rohlig SUUS Logistics.

The slogan 'Logistical Choice' is a powerful statement highlighting that working at Rohlig SUUS Logistics is the logical and obvious choice – the best choice. The campaign will be promoted with dedicated hashtags on social media, including #LogisticalChoice and #SUUSisLogisticalChoice.

We wanted to understand what sets our company apart as an employer. Before creating the campaign, we asked our employees – our most important source of information – for feedback. They highlighted the areas they value most and what makes SUUS unique. In focus groups, they quickly identified the key values that define us and why SUUS is a great place to work. Additionally, we invited our employees to participate in a photo session for the campaign. The promotional materials will feature 18 employees, SUUS ambassadors, who represent various departments within our company. Through this campaign, we aim to showcase what matters most to us: that SUUS is, above all, about people," explains Emila Badełek, People Experience Manager at Rohlig SUUS Logistics.

The above-mentioned meetings with employees helped us define the core of the campaign and establish the five pillars of our Employee Value Proposition (EVP): mutual respect, a motivating atmosphere, clear development pathways, a modern work environment, and being a Polish company with a global reach.

The campaign targets candidates from the logistics industry, including forwarders, customs agents, warehouse and terminal employees, as well as support functions such as IT specialists, project managers, administration, HR, and marketing professionals. Additionally, the campaign is aimed at carriers and drivers, who are key business partners for the company. Activities are taking place across outdoor media in 10 Polish cities, LED media in public transport in Poznań, and various online formats (including social media, display ads, and YouTube). The campaign features six different creative pieces, representing various areas of the company’s operations, from forwarding and warehousing to transport and administrative support.

To develop the creative concept, the main campaign slogan, and the LogiSUUS character, the company collaborated with the Uszka creative agency in Barszcz. The Czarna Owca media house is handling the distribution of the campaign, while the CoreFX animation studio is responsible for the visual elements