McDonald’s: McDo taught me

RJ Paculan, Paulie de Luna

Fast-food brand, McDonald's, turned staff into ambassadors for the company to change the perception of potential recruits in the Philippines.

Campaign details

Brand: McDonald’sBrand owner: Golden Arches Development CorporationAgency: TBWA\SMPMarket: PhilippinesSector: Restaurants & takeawaysMedia channels: Events & experiential, Online display, Online video, Point-of-purchase, in-store, Social media, Voice, chatbotsBudget: Up to 500k

Executive summary

Second only to China in terms of growth acceleration in 2019, McDonald's Philippines was opening 50 stores on average every year. This aggressive growth, coupled with the ambition to double the business by 2024, meant McDonald's needed to bring in the right kind of talent and drive employee headcount fast. But first, it...

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