McDonald’s begins national Works for Me campaign
By Adnews Staff
Toronto-based McDonald’s Restaurants of Canada began a new national marketing campaign this week to promote itself to young people as a place of employment. The campaign, called “Works for Me,” consists of two television commercials intended to portray the company as a place that takes care of its employees. The first, called “The Ex,” depicts a young woman walking along a street. Suddenly she stops, puts on lipstick and adjusts her hair. Then she continues, walking past a young man coming around the corner. The audience sees a McDonald’s ad on a bus shelter that reads, “Pam Bowers, your ex is around the corner.” The campaign also includes radio, out-of-home, cinema and online advertising, as well as local in-store materials. A new website has also been constructed at <http://www.worksforme.ca> containing information for prospective employees. The campaign, developed by Cossette Communication Group and OMD, is an extension of an initiative conducted in Alberta in 2006.