Denner and ESE Agency: combating the labor shortage with a superhero comic

As the labor shortage intensifies, Denner is taking unconventional approaches in HR marketing. With a comic book, the retailer turns branch managers into superheroes. ESE Agency is responsible for the idea, concept, and implementation.

Switzerland is plagued by a mysterious phenomenon: employees are disappearing – just like that. In these dark times, employee retention becomes a beacon of hope. With this comic premise, Denner raises awareness among its branch managers about sustainable employee management. Because happy employees mean long-term success.

«You're a hero too!»

Ensuring employees feel valued is a management task – and to keep this awareness ever-present, ESE Agency has created a playful initiative: All branch managers receive a personalized comic book, in which they learn how the phenomenon of labor shortage can be combated. The cover prominently features the name: «Susana & Denner: The Denner Heroes fight the skilled labor shortage». But Elmira, Silvio, Driton, and over 630 other branch managers also receive their own edition.

With this, Denner aims to show appreciation for its managers while also providing practical tips. «With the comic, we speak a fresh, modern, and bold language that suits the brand. This strengthens identification and also communicates that we count on our employees,» explains Jessica Stoffel, Head of HR Marketing at Denner.

The lovingly illustrated story about employees mysteriously disappearing is also a passion project for ESE Art Director Severin Gamper: «The comic theme perfectly matched our empowering message. As soon as the idea was conceived, I was incredibly enthusiastic about its implementation – as a big comic fan, extra passion went into it.»

The heroic story is accompanied by a magazine that specifically outlines measures against the labor shortage. The 40-page 2-in-1 brochure was created quickly: from the idea to illustration, copywriting, layout, and the printed final product in three languages.

Collaboration expands

The collaboration between Denner and ESE Agency began in 2020 with various projects such as the sustainability campaign «Alles auf Zukunft» or the mobile game «Babyrace». After numerous projects in corporate and marketing communications, the young agency now also supports Denner strategically and creatively in HR marketing.