How to make a job at McDonald’s cooler?

Challenge

McDonald's in Portugal is seen as a gateway into the job market, offering training and professional experience in addition to developing social skills. Our challenge was to increase the number of registrations and change the perception of young people of the employer brand.

Solution

For a generation that grew up with instant gratification, the only thing that millennials have to praise about themselves are their own personalities - their stories. In order to connect with the millennial generation, McDonald's had to drop the “future career” narrative and come to terms with the fact that it is just a good “first job experience” for youngsters.

Finding your first job isn't easy. Starting from scratch can be challenging, specially when you’re young, but it can really change one’s life. Obama served ice cream. Oprah worked in a grocery store. Jeff Bezos worked at McDonald's. Among many others. Everyone needs to start somewhere so why not in the world’s largest fast food chain? We built a campaign around the idea that great stories can too, start at McDonalds.

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