McDonald’s Canada launches innovative campaign to hire friends together | Cossette

McDonald’s Canada launches innovative campaign to hire friends together

07.05.2019

McDonald’s Canada and Cossette have launched “Friends Wanted”, a 360° campaign that leverages the insight that youth are more likely to apply for jobs if it means working with friends. Interested friends are encouraged to apply together, get hired together and work together.

“One of the key benefits of working at a McDonald’s restaurant is the camaraderie among crew members,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “With this campaign, we are celebrating the spirit of friendship while continuing to build on and express our ongoing belief in Canadian youth.”

The campaign aims to differentiate McDonald’s in a crowded youth employment market, drive applications and boost McDonald’s reputation for being a fun, accessible place to work.

Following the March 27th Snapplications one-day virtual hiring activation, “Friends Wanted” is a continuing strategy for McDonald's to engage with young workers as a modern and progressive employer. The ‘Friends Wanted’ campaign is a recruitment first in that it includes an online application form that allows potential staff to apply with a friend. Additional assets that will be piloted as part of the program are an updated Owner-Operator hiring toolkit including digital and print ads, tray liners and crew stickers. 

“It's a simple, but powerful shift that has the potential to not just double the number of potential applications, but makes the idea of working with friends real,” says Jordan Hamer, Associate Creative Director at Cossette. “McDonald’s has always been a big employer of youth and this strategy is a direct response to how today’s young workers want to engage with employers.”

Credits

Name, Title: Friends Wanted

Client: McDonald’s Restaurants of Canada Limited:

Marketing: Antoinette Benoit - Chief Marketing Officer; Hope Bagozzi - Marketing Officer; Melanie Courtois - Senior Marketing Manager

HR: Stephanie Hardman - Chief People Officer

Agency: Cossette

Global Chief Creative Officers: Peter Ignazi, Carlos Moreno

Group Creative Director: Jon Frier

Associate Creative Directors: Spencer Dingle, Jordan Hamer

Art Director: Tyler Robitaille

Copywriter: Ellen Porteous

Senior Designer: Eric Wood

SVP, Managing Director: Kathy McGuire

VP, Client Lead: Sarah Jue

Account Executive: Valerie Traitses

Strategist: Jeff McCrory

Sr. Digital Project Manager: Jeff Maynard

Senior Director, Communications: Stacey Masson

External Communications Manager: Kali Pearson

Media Agency: OMD

Director: James Haworth

DOP: Stuart Campbell

Production House: Circle Films

Sound: Berkeley Inc.

About Cossette

Cossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.

About McDonald’s Canada

In 1967, Canadians welcomed the first McDonald's® restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 100,000 people from coast-to-coast and approximately 90 percent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, beverages and packaging, more than 85 per cent is purchased from over 100 suppliers in Canada.

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