McDonald’s challenges perceptions around McJobs in campaign from VCCP
Creative agency VCCP has worked with McDonald’s to challenge perceptions around McDonald’s people and what a career at the fast-food chain means, while also trying to reward staff members through a new enjoyment bonus.
The campaign highlights six staff members from across the country and aims to tell their story via an online film hosted on YouTube and McDonalds.com.au
In-store customers will see posters and tray-liners, with campaign also being supported with PR and social media.
McDonald’s Australia director of human resources and training Melissa Roseworne said in a statement: “At McDonald’s we want our crew members to see their role as much more than ‘just a job’. We’re dedicated to ensuring the enjoyment of our employees and continually work with crew to make sure they have the training, flexibility and support they need to achieve their goals – both within and outside of our business.” The fast-food chain has also introduced its ‘Enjoyment Bonus‘ as a way for the business to thank its staff.
Three staff members were nominated for the bonus, with the films created allowing them to tell their story and choose their own enjoyment bonus with consumers and Facebook fans invited to vote on who should win.
The winning recipient will receive the bonus later this year with options including a trip to Machu Picchu in Peru, a big cat adventure in India or a seven-star golf experience in Mauritius.
VCCP launched into the Australian market in September 2012 and has worked with McDonald’s in the UK since 2009.
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