about hema
hema is an international retail organisation with stores in the netherlands, belgium, luxemburg and germany. customer-friendly and with a unique profile, hema distinguishes itself from other retailers by selling its own brand. [etc. -kp]

the organisation
[etc. -kp] in total hema has approximately 9,000 employees – 80% women and 20% men. the average age of a hema employee is 35.

[etc. -kp]

source: hema.nl, about hema (20080814)

and this trick truck “100% negro” is supposed to build up to their street cred? or is it part of the “selling its own brand”strategy? i’m afraid it’s the “let’s throw in an ethnic tint” disease of easy-does-it ignorance marketing. (they have changed their pay-off “always yourself” to “genuinely hema” by the way. does that fit better?)  (kp)

ethnic trick truck.