McDonald’s Canada launches innovative campaign to hire friends together
4/17/2019
Work
by
Cossette
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. With this campaign, we are celebrating the spirit of friendship while continuing to build on and express our ongoing belief in Canadian youth.
Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada
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. 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.
Jordan Hamer, Associate Creative Director at Cossette
Credits
Name, Title
Friends Wanted
Client: McDonald’s Restaurants of Canada Limited
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.