McDonald's: Serve Your Country

McDonald's, a fast food chain, launched the Serve Your Country campaign in Sweden to position itself as a responsible employer and improve brand preference rates.

Campaign details

Brand: McDonald's SwedenAgency: Prime Weber Shandwick and Nord DDB

Our goal was to reinforce the image of McDonald's as a responsible employer +10% and brand preference +10%.

Swedes are worried about integration and cohesion. Authorities talk about a polarization on the job market - foreign born and less educated people are finding it increasingly difficult to find a job.

In Sweden, McDonald's is the biggest private youth employer. And the employees enjoys very good working conditions with pension, insurance and paid vacation. And more, working at McDonald's is a way to integrate immigrants into the...

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