Ursus Breweries employer branding: inclusion, told by the people of Ursus
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Ursus Breweries worked with director Tedy Necula, who leads NECULA Agency, on two campaigns about diversity and inclusion. The first, from 2024, is a manifesto video made at headquarters and in the breweries, built on projects started by the employees themselves. The second, “Ambasadorii Diversității” (“Diversity Ambassadors”), took place in summer 2026 at Nibiru festival and reached 1,253,489 views in 30 days, from 15 posts on the ambassadors' own accounts.
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The Ursus Breweries campaigns in numbers
- 1,253,489
- views in 30 days, the Nibiru campaign
- 15
- posts on the ambassadors' accounts
- 2
- campaigns about inclusion, in 2024 and 2026
- 850,000+
- views for a single story, the one about Tedy Necula's cane
Two Ursus campaigns about inclusion
Ursus Breweries and Tedy Necula have worked together twice on the same theme. In 2024 came the manifesto “E despre Oameni și Bere” (“It's about People and Beer”), made in Timișoara and at headquarters. In 2026 came the “Diversity Ambassadors” campaign at Nibiru festival.
Both start from the same idea. Inclusion convinces when it comes from the ground up, from the people who live it.
The 2024 manifesto, built on projects started by employees
Inclusion communicated from the top usually ends up as a nice paragraph in a sustainability report, read mainly by the person who wrote it. Ursus wanted something truer, and it also handed over the key to the campaign, projects started by the employees themselves.
The inclusion initiatives already existed inside the company. The campaign showed them through the real people and real roles in production.
At the start of the campaign, Tedy Necula gave a talk on diversity and inclusion for Ursus.
The women on the team and colleagues who wear glasses, at the center of the manifesto
The NECULA Agency crew filmed at headquarters and in the breweries, capturing everyday life from the office to the production line.
At the center were the experiences of the women on the team and of colleagues who wear glasses, people you rarely see in beer commercials. For Ursus, it matters to show that women belong in the beer industry. In the Ursus breweries, you can see it.
Everything is told by them, in their own words, where they work every day. The result is an empathetic manifesto without a single word of PR-speak. It paved the way for the campaign's second chapter, on inclusion.
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“For Ursus it is very important to fight the stigma that women can't work in the beer business. And they do it in a big way in their breweries, where we were glad to document the stories of several of the people there.”
Original: “Pentru Ursus e foarte important să combată stigmatul că femeile nu pot lucra în domeniul berii. Și fac asta într-un mare fel în fabricile lor unde am fost bucuroși să documentăm poveștile mai multor oameni de acolo.”
The manifesto on the official Ursus Breweries channel
On 16 April 2025, Ursus Breweries published “Manifesto diversitate, echitate și incluziune” (“Diversity, equity and inclusion manifesto”) on its YouTube channel, featuring the people from the campaign.
“Diversity Ambassadors” at Nibiru festival
In summer 2026, Ursus worked with Tedy Necula again, on the “Diversity Ambassadors” campaign at Nibiru festival. There, Ursus set up the festival's largest accessible beer garden.
Tedy Necula and Alex Tache, content creator and electric wheelchair pilot, experienced the festival from the inside: access, concerts, people and beer. The message was theirs: “Nothing about us without us.”
The campaign spoke with humor and honesty, with no heavy speeches, straight from the ambassadors' own accounts. On the back of Alex's wheelchair there was a sign: “If you can keep up with me, I'll take you for a beer.”
The Ursus project team stepped into the frame too, in wheelchairs. Audiences saw the people behind the logo.
Videos from the two Ursus campaigns
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1,253,489 views in 30 days at Nibiru
In 30 days, the 15 posts on the ambassadors' accounts reached 1,253,489 views across four platforms: Instagram, Facebook, TikTok and LinkedIn.
The campaign generated nearly 80,000 interactions. The story of Tedy Necula's cane alone passed 850,000 views.
The conversation about inclusion started by itself.
How to show inclusion, from the Ursus campaigns
Start from what your people already do
The Ursus campaign started from inclusion projects launched by the employees themselves. They existed before the campaign and became visible through the people who run them.
Let people speak in their own words
In the Ursus manifesto, the women on the team and colleagues who wear glasses speak for themselves, where they work every day.
Take inclusion to where people are
At Nibiru, Ursus set up the festival's largest accessible beer garden, and the ambassadors showed it from the inside.
Step into the frame yourselves
The Ursus project team appeared in the videos, in wheelchairs. Audiences saw the people behind the logo.
Posts on the ambassadors' own accounts
The 15 posts on the ambassadors' accounts brought 1,253,489 views in 30 days.
A video employer branding campaign for your company
employer-branding.ro is the employer branding division of NECULA Agency. NECULA Agency creates, produces and implements six-month video employer branding campaigns: more than 80 videos, published on YouTube, LinkedIn, Facebook, Instagram and TikTok. The first videos are ready in five weeks.
Each campaign uses five types of video: a manifesto video for HR, employee portraits, team and culture, CSR projects and educational reels. The guide to employer branding video explains each one, with examples.
You approve the scripts before production and every video before publication. The campaign can be funded from the disability fund, and NECULA Agency is an Authorised Protected Unit. The details are in the Funding section.
Frequently asked questions
What campaigns did Ursus Breweries make with Tedy Necula?
Ursus Breweries made two campaigns about diversity and inclusion with director Tedy Necula. In 2024, the manifesto “E despre Oameni și Bere”, made in Timișoara and at headquarters. In 2026, the “Diversity Ambassadors” campaign at Nibiru festival.
What does the Ursus diversity and inclusion manifesto show?
The Ursus manifesto shows everyday life at headquarters and in the breweries, from the office to the production line. At its center are the experiences of the women on the team and of colleagues who wear glasses, told in their own words.
What was the Ursus “Diversity Ambassadors” campaign at Nibiru?
“Diversity Ambassadors” is the Ursus campaign at Nibiru festival in summer 2026, where Ursus set up the festival's largest accessible beer garden. Tedy Necula and Alex Tache, content creator and electric wheelchair pilot, experienced the festival from the inside and shared it on their own accounts.
How many views did the Ursus Nibiru campaign get?
The Ursus “Diversity Ambassadors” campaign reached 1,253,489 views in 30 days, from 15 posts on the ambassadors' accounts, and nearly 80,000 interactions.
Who appears in the Ursus employer branding campaigns?
The Ursus manifesto features people from headquarters and the breweries, with a focus on the women on the team and colleagues who wear glasses. At Nibiru, the ambassadors were Tedy Necula and Alex Tache, and the Ursus project team stepped into the frame too, in wheelchairs.
Can an employer branding campaign be funded from the disability fund?
Yes, a NECULA Agency employer branding campaign can be funded from the disability fund. NECULA Agency is an Authorised Protected Unit, and the details are in the Funding section of employer-branding.ro.