McDonald’s UK & Ireland has launched a new integrated campaign to celebrate its young employees, and to spotlight its work in creating jobs and upskilling people.
The campaign, which will run in two phases of media, from now until the end of April, and then again in the summer, looks to showcase the achievements of the fast food chain’s young crew. It also aims to celebrate the skills they learn and the responsibility they have in its restaurants.
McDonald’s is one of the biggest employers of young people in the UK, with over 100,000 under 25 and one in three managers under the age of 25.
Filmed documentary-style, the campaign features real crew members filmed in their own restaurants, using handheld cameras and a ‘fly-on-the-wall’ production style to capture a shift taking place.
The TV ads, which feature four films of four stories, open with a voiceover of ‘authority’ undermining young workers, which is then broken down by the actions of a young crew member working to disprove the statement.
“We often hear many unfair stereotypes about young people, but we are really proud of the young people working in our restaurants, who are fundamental to keeping them running successfully,” said McDonald’s UK & Ireland SVP and chief marketing officer Ben Fox.
“We’re showing real crew members in real restaurant situations and letting them do the storytelling. You can see what we see every day in our restaurants, that young people today truly have far more potential than they are often given credit for. Where some see stereotypes, we see potential.”
He added: “The job environment for young people is tough right now, we see young people struggling with a lack of opportunity and we want to address that. We want to show everyone what it is like to work in McDonald’s, highlighting the workplace skills that can be learnt and nurtured. This shows our long-term belief in, and commitment to helping young people across the UK and Ireland to make it with McDonald’s.”
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