The rise of home delivery, fueled by online retailers like Chewy, has created an all-out war for warehouse talent. These jobs are physically demanding, and turnover is high. Chewy needed more than just another hiring message, they needed the right people, people who cared about pet parents and would stick around longer than the industry norm.

Chewy’s insight was simple: stand out by treating people like human beings. A basic promise, but one that meant everything in an industry where workers often feel like a number.

So we built more than a recruitment campaign, we built a commitment. People People, Unleash Yourself, and Amazing Humans weren’t just ads; they were a signal to the right kind of workers. And we didn’t stop there. Internal communications reinforced these promises, making sure that once people joined, they felt the difference. Because when you take care of people, they take care of the work.