McDonald's: Friends Wanted

Fast food brand, McDonald's, overcame the spectre of the McJob stereotype with its Friends Wanted staff recruitment campaign in Canada.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: Cossette TorontoIdea creation: Cossette, TorontoMarket: CanadaSector: Restaurants & takeawaysMedia channels: Online video, Point-of-purchase, in-store, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

This is the story of a brief that could have easily been overlooked.

Especially given the kick off session included familiar favourites such as 'evolution, not revolution', 'light touch' and 'look at adapting assets'.

But the output of the 2019 McDonald's employee recruitment brief turned out to be anything but familiar.

This paper explains...

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