Campaign details
Brand: McDonald's PolskaAgency: MJCC
Objectives & Time Frame
Objectives:
- Building an image of McDonald's as a Good Employer.
- Ensuring inflow of candidates and eliminating employment shortages in the restaurants (goal for immediate implementation).
Time Frame:
- February-March 2017 - work on EB strategy (research, EVP diagnosis, developing a strategy).
- July-August 2017 - developing communication tools.
- September 2017 - November 2018 - communication campaign.
Challenges
- Unemployment rate in Poland on the lowest level in recent history (-6%).
- Bad image and plenty of misconceptions about work at Food Service sector(no employment contracts,...