McDonald's values maturity

McDonald's, a fast food restaurant brand, increased its number of mature employees in Poland by creating a multi-channel campaign featuring current mature employees.

We believe in young people in Poland...

That was the slogan of one of our previous EB campaigns.

While working on a new strategy, we heard one of our mature employees say: "I would like my employer to believe in everyone, not just the youth" - these words became our inspiration.

Although most companies in the food industry recruit mainly young people and mature group is not very active in Poland, we have taken up the challenge. We expanded segmentation to include mature workers, thoroughly examined their needs, developed insights, and then based on them we conducted the campaign "Join...

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