McDonald's
Mates Make It Maccas
REINVENTING RECRUITMENT THROUGH THE POWER OF MATESHIP
Problem
In the toughest Australian labour market in fifty years, and high barriers from the target audience, McDonald’s needed to hire over 14,000 new crew in order to meet consumer demand in 1,023 restaurants nationwide.
insight
Employee research uncovered an interesting insight; of those staff members that said they were happy in their work, 92% said it was because they worked with a great team. And post-Covid, young Aussies were hungry for social connection.
idea
We created a long-term brand platform ’Mates make it Macca’s’ celebrating the unique spirit of mateship that makes Macca's, Macca's. Living across TV, OOH, social, and even a custom mobile game, 'Mates Make It Macca's' highlighted the countless joys and perks of working with your mates, resulting in over 26,000 new hires.
from our client
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Work
