Situation

During the current crisis, Sweden has welcomed more refugees per capita than any other European country. This has put a strain on society, dividing an already divided labour market and making integration the topic that worries Swedes the most. McDonald’s, with more than 40 years in Sweden, know how to work with recruitment, feedback and leadership in order to make integration and diversity work. In fact it’s a part of the success. McDonald’s is Sweden’s largest youth employer with more than 210 restaurants and 12 000 employees, including 100 nationalities and 60 languages.

Brief

Show how McDonald’s, Sweden’s largest youth employer, contribute to the Swedish society by providing jobs and on the job training. Reinforce the image of McDonald’s as a responsible employer +10% and brand preference +10%.

Objectives

Increase brand preference and trust for McDonald’s as a responsible employer. Make more young people apply for jobs.

The campaign encompassed pr, public affairs, tv, digital, SoMe, print, outdoor, always on and influencer marketing. All parts led to gordonken.se. The report included "the McDonald's Model", the company's way of getting a diversified workplace to work in practice. To increase internal pride, all the participants in the campaign were true McDonald's employees.

Phase 1 May 22 - June 22

National press release with launch of the report

Local press with employers participating in the ad campaign

Opinion pieces signed by McDonald’s franchisees.

A round table in Parliament and 200 DM invitations to politicians

TVC, cinema, DOOH, online: Ad campaign

Phase 2 June 22th - ongoing

DM, social media: Call back letters to refresher exercises to former employees

Online films:

• Skills you get from working at McDonald’s

• Documentaries portraying employers

Local press with the employers participating in the documentaries

Refresher exercises at 20 McDonald’s restaurants with former employees