McDonald's: Hacer

Angela Rodriguez, Olivia Henry, Mauricio Cadena

McDonald's, a fast-food brand, increased applications to HACER® – its higher education scholarship programme for Hispanic youths.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: ALMA DDBIdea creation: Boden PR Miami Market: United States Sector: Restaurants & takeaways Media channels: Online display, Social media, Television & Connected TV, Online video, Search marketingBudget: 5 - 10 million

Executive summary

The McDonald’s HACER® National Scholarship’s purpose has been to provide Hispanic students with financial support that makes their higher education dreams more attainable, while building a positive brand reputation among the growing demographic.

In the wake of the pandemic, Hispanic...

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