McDonald’s (2025)
The brief
As the sole copywriter at agency We Are Futures, I was tasked with writing an internal campaign to get the fast food chain’s existing staff excited about a new work experience programme.
The campaign
Starting with a messaging framework, I identified the programme’s key selling points for external and internal audiences, including participants, teachers, parents, restaurant franchisees and team leaders.
The success of the programme relied on winning round existing staff, so I developed a concept that dug deep into the warm fuzzy feeling that comes from being someone’s mentor. (Yes, there were Yoda jokes.)
The result? Staff room posters, posts for internal social channels, an internal ‘hype’ video, and print collateral like staff handbooks and participant diaries.
Poster
Hype video script
VO: Working in a McDonald’s restaurant is a unique experience. It teaches skills essential to any career.
Communication.
Teamwork.
Leadership.
Our crew demonstrates them every single day.
And now there’s a chance to share those skills with others.
Our new Work Experience programme is rolling out across every restaurant in the UK – showing how a job with us sets you up for a job anywhere.
By offering a taste of life in our restaurants to those starting out, or returning to work, we’re closer to our goal of helping over one million people into work by 2030.
…All while developing skilled talent for the future of our business.
And creating a restaurant environment that’s dynamic and inclusive.
By taking part, you’ll foster feel-good moments that spread from your team, to your customers…
Strengthen relationships with people in your local area…
…and open doors to jobs in every community we serve.
Want in?
Search ‘Work Experience’ on the People Recruitment Hub today.