McDonald’s showcases employee career opportunities in new DDB campaign
McDonald’s has flipped its marketing from burgers to careers in a new campaign from DDB celebrating the 100,000 people who work at its restaurants around the country.
The campaign, Appetite Needs Opportunity, looks at the lives of five crew members and shows how they have carved a career path at McDonald’s while at the same time pursuing their passions in areas such as study, sports and the arts.
It highlights the business management training available to staff and is set to the track ‘Drinkee’ by Sofi Tukker.
https://www.youtube.com/watch?v=giUl5Zsd_Uc&feature=youtu.be
Director of marketing, Jo Feeney, said the campaign was an opportunity to show off the people who bring the McDonald’s experience to life.
“We have a huge number of fantastic young people who work for McDonald’s so it was only fitting that we tell Australia how awesome our Macca’s people are,” Feeney said.
“I love the stories in this campaign, and I hope they’ll show our customers and potential employees alike, that at McDonald’s, we believe that if you’ve got the appetite to succeed, we’ll provide you with the opportunity to set you up for life at McDonald’s and beyond.”
The agency has also created a series of short films where the crew members answer questions about working at McDonald’s and the campaign will run across social networks.
PR agency Eleven will seek to extend the reach of the campaign promoting the profiles of the five crew members through media channels.
This breaks my heart. How could you say ‘I started at the bottom’ and have a visual of people cleaning the carpark. For many people getting that kind of job would be the pinnacle of achievement.
For an ad that is meant to be all about positivity and celebrating opportunity it comes from a very privileged voice.
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That is just outstanding! It’s about time that people realise how much these kids achieve, at such an early age!
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This ad looks well made, but lacks any sort of real substance. It’s purely superficial. It’s saying that you shouldn’t just be a burger flipper and McDonald’s is more than that, yet they give examples of young kids who worked at McDonald’s while DOING other things more beneficial like studying. The focus is on going to university and doing other things, McDonald’s is merely supplemental. To say that it’s all thanks to McDonald’s is just laughable. There is no real greatness from McDonalds. It’s just over exploiting cheap labour by paying minimum wage to young kids and cutting staff hours where ever possible for maximum profits. Nothing genuine or honorable about that lol. I can guarantee you that all the people that were great at McDonald’s are great because they soon quit and they went on to real big careers without looking back at McDonalds.
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This is the clearest example of the white australia policy adopted by Australian Television. Just last week we heard of the labor party pouring 1000s of 457s into McDonalds during their term but on this ad there’s not a single person of colour! I’m a white Australian and this is embarrassing to me.
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