McDonald's conducts Fryternity campaign
By Derek Winkler
McDonald’s Canada is conducting a campaign in Quebec called “Find your Fryternity” intended to recruit young adults to work for the fast food chain. Developed by Cossette, the effort consists of a series of online videos featuring former employees and focusing on the importance of friendships formed at work. The campaign also includes social media content and out-of-home advertising. Media work is being handled by OMD. It will run until Dec. 31.
“With this campaign we created a cultural experience, a far cry from typical employment ads,” said Marc-André Vigneault, assistant creative director at Cossette. "Authenticity is at the heart of the idea. We reached out to real people who have worked at McDonald's. In fact, we received a great response to our casting call, confirming the success of our concept based on real McDonald's experiences.”