McDonald’s Canada recently launched a new recruitment campaign called “Friends Wanted”. McDonald’s Canada Friends Wanted campaign features a series of short ads and they aim to encourage friends to apply together. The campaign was created with the creative agency Cossette and it leverages the insight that young people are more likely to apply for jobs if it means working with friends. Not only do the young people apply for the jobs but they also are more likely to stick with the job.
About the McDonald’s Canada Friends Wanted Campaign
McDonald’s Canada Friend Wanted campaign features a series of ads which stars to friends working in McDonald’s. We watch their very charming and cute day to day antics. In one of the spots, we see the duo cleaning the drink station and one asks the other if they are going to Ruth’s party. To which he replies yes, they then tell Ruth, who is sitting at a table in the restaurant. Ruth who is considerably older tells the boys to bring their dancing shoes.
Another spot in McDonald’s Canada Friends Wanted campaign shows the dup playfully altering their name badges. They giggle gleefully as they change their badges to Mick Chiggen and Chris P Nugget. In another spot, one friend reads an order for an Egg McMuffin, which has no egg, no cheese and no English muffin, just ham. He then asks his friend to verify the order, which he does.
More About McDonald’s Canada Friends Wanted Campaign and their Recruitment Plan
According to the fast food restaurant, the campaign aims to differentiate the brand from a crowded youth employment market. Its to also help the brand drive applications and boost their reputation for being a fun and an accessible place to work. The campaign also includes an online application form that allows potential staff to apply with a friend. This is recruitment first for any organization. They will be additional assets that will be piloted as part of the program. There will be an updated Owner-Operator hiring toolkit including digital and print ads, tray liners and crew stickers.
The associate creative director at Cossette Jordan Hamer spoke about the campaign. He stated that it’s a simple but very powerful shift that has the potential to not just double the number of application but makes the idea of working with friends real. He explained that the brand has always been a big employer of youth and that the strategy is a direct response to how today’s young workers want to engage with employers.