Why McDonald’s Celebrated the Power of Friendship for a Recruitment Campaign
There’s a lot to be said for jobs that truly enable workplace friendships to be built. Sure, it can be nice to pop into your quiet office cubicle and plug away at something for the duration of the day, but that existence can also grow repetitive and, truthfully, lonely after a while.
On the other hand, you don’t really get a choice if you’re working a retail position. Look at a place like McDonald’s for example. You’re working at a station, completing delegated tasks to enable other people doing similar things – all in the service of a greater goal. You simply can’t hold a position like that and not interact. Sure, it’s not a guarantee that you’ll become friends with your coworkers… but as part of the process, you also just might, which is exactly what McDonald’s Canada wanted to celebrate in its latest campaign, ‘Find your Fryternity’.
Created in partnership with Cossette, the work looks at the journeys of former employees and the friendships that have sustained themselves well outside of the restaurant. Emphasising the fact that employment gets a lot better when you enjoy spending time with the people you’re cooperating with, the spot and accompanying OOH are specifically designed to target gen z audiences, a demographic known for valuing genuine and authentic communities. Bolstered with the inclusion of archival materials, it all comes together in a fun way, breaking away from the typical benefits-first recruitment approach often used by brands, and instead focusing on something a little more relatable and personal.
To learn more about just how this came to pass, LBB’s Jordan Won Neufeldt sat down for a chat with Cossette assistant creative director Marc-André Vigneault, and McDonald’s Canada’s regional marketing manager - Quebec, Suzanne Grondin, for a chat.
LBB> What was the brief for this campaign, and what was the McDonald’s brand hoping to accomplish?
Suzanne> The brief for this campaign was to recruit talent in a highly competitive market where hiring campaigns are everywhere. So, we wanted to highlight what makes a job at a McDonald’s restaurant unique: the friendships that are created at work.
Instead of trying to appeal to everyone, we asked Cossette to focus our efforts and resources on young adults - gen z - who make up almost 70% of the workforce for us and our independent franchisees. We took the time to truly understand them, and to communicate in a tone that resonates with them. Rather than pushing a generic list of interchangeable benefits, we aimed to create a message that felt authentic and meaningful to this audience. The ultimate goal was to hire new crew members.
LBB> Specifically, the idea of celebrating friendships built at work is super fun! What inspired this approach, and what made it the right way to appeal to gen z?
Marc-André> The ‘Fryternity’ concept was sparked by our strategy team during a briefing session. Someone mentioned they had worked at McDonald’s when they were younger and still kept in touch with their old coworkers. That’s when it hit us – we realised that many of us knew someone who had worked at McDonald’s, shared a similar experience, and their best memories were about the fun and friendships they made there.
As we delved deeper, it became clear that the themes of friendship and workplace bonds resonate across generations. So, for gen z, who highly value authentic connections and a sense of community, this approach felt not only authentic but also deeply relatable. It was the perfect way to genuinely connect with them, celebrating the camaraderie that makes work more than just a job.
Suzanne> Additionally, gen z has plenty of its own unique characteristics, including major life events like the pandemic. Many gen zs experienced heightened loneliness during their formative teenage years – a critical time for socialising. With school closures and cancelled events like concerts and parties, it's no wonder they now prioritise connection and friendships.
Also, their view of money differs from past generations; they see jobs as opportunities to make friends, socialise, and have fun – not just as a paycheque. Considering camaraderie and friendship have always been an important part of working at a McDonald’s restaurant - with the fast-paced atmosphere contributing to this unique sense of connection - this understanding of gen z’s needs and our brand’s values inspired ‘Find Your Fryternity’.
LBB> Building on this, the work is designed to break away from typical employment ads. How did this goal impact your iteration process?
Marc-André> Authenticity was at the heart of our creative process from the start. We adopted a documentary-style approach, crafting a modern, visually-striking campaign designed to instantly resonate with our target audience.
Understanding the importance of a director's vision, we teamed up with Septième, Cossette’s sister agency within the Plus Company network, and collaborated with the talented young director Aimé Irabahaye. His unique perspective was instrumental in bringing the concept to life and ensuring the campaign felt both fresh and authentic.
LBB> From here, what went into hearing the stories of former McDonald’s employees and selecting the right ones to feature? Were there certain things you were looking for? And did any in particular stand out to you?
Marc-André> We put out a casting call across Quebec for friends aged 20 to 30 who had met while working at McDonald’s five to 10 years ago and who still stayed in touch. We were looking for dynamic individuals who were comfortable in front of the camera and had compelling stories to share about their time at McDonald’s.
The response was overwhelming, with more fantastic candidates than we anticipated. We focused on finding groups with genuine chemistry and authentic camaraderie, aiming to represent various types of friendships that our target audience could relate to.
Our goal was to feature real friends with meaningful, shared experiences—not just acquaintances looking for TV exposure. It was also crucial for us to keep the work aspect central to the story, highlighting how these friendships were built during their McDonald’s days.
Suzanne> Equally important – we aimed to feature a diverse range of regions, and not just big cities like Montreal.
From the many responses, we selected three different groups that demonstrated genuine, long-lasting friendships with compelling stories to share. Each brought its own unique personality and energy, making their stories both engaging and relatable.
During filming, what really stood out were the heartfelt memories shared – everything from memorable customer interactions to the camaraderie of late-night shifts and the pure joy of working at a McDonald's restaurant. These stories beautifully captured the deep connections and lasting impact of their experiences.
LBB> In particular, the edit and inclusion of archival footage are super well done. What did it take to bring this spot to life in post?
Marc-André> We aimed to create a compelling hook and develop a unique visual language that would stand out. Our goal was to capture the attention of young viewers without making them feel like they were being targeted by a brand. To achieve this, we opened with a thought-provoking question: ‘What does friendship mean to you?’. By not providing an immediate answer, we created an engaging element that encouraged viewers to keep watching.
We then incorporated authentic photos and videos from the cast’s time working at McDonald’s. Our editing approach focused on frequent context switching, much like browsing a dynamic social media feed, to maintain engagement. We crafted collages of their memories, blending footage from various cameras to create a cohesive narrative. Despite the diversity of stories, everything came together seamlessly, resulting in a visually engaging and unified piece.
LBB> The campaign is also supported by strong OOH. What went into bringing this aspect to life?
Marc-André> To bring the OOH aspect of the campaign to life, we focused on delivering a strong visual impact that captured the essence of the campaign. Since telling a story of friendship through OOH can be challenging, we decided to feature team members in their work environments, showcasing their authentic interactions. We also crafted compelling call-to-action lines to invite the audience to envision themselves in a workplace where they could build real, meaningful friendships.
LBB> What challenges have you faced during this project? How did you overcome them?
Marc-André> Stepping off the beaten path isn't always easy, especially when there's no clear benchmark. Would we find the right group of friends who met while working at McDonald’s and still stay in touch? It was this very uncertainty that gave the work its unique charm. Overcoming these challenges required flexibility and a willingness to adapt, which ultimately contributed significantly to the success and originality of the final result.
Suzanne> This concept was quite unconventional for us. Instead of working with actors and a script, we featured real people telling their own stories. This meant we had to let go of some control over the content and final outcome. The first video edit was a wonderful surprise!
Throughout the process, Cossette and the production house, Septième, with directors Eva Van den Bulcke and Aimé Irabahaye, guided and supported us. Their expertise in documentary filmmaking helped ensure everyone felt comfortable in opening up and sharing their stories, ensuring that the final product was both authentic and impactful.
LBB> How have people reacted to this campaign?
Suzanne> Internally at McDonald’s, the campaign has been very well received. The ‘90s documentary style brought genuine emotion and even gave people chills!
Marc-André> We’ve received a fantastic response! Internally, even those with a lot of experience in recruitment campaigns have noted how this one stands out – not just for its visual appeal, but also for its deep, authentic insight. They’ve highlighted how we crafted a campaign that truly connects with our target audience by breaking away from recruitment ad clichés.
LBB> How did this campaign fit into McDonald’s plans for 2024 and beyond?
Suzanne> Our recruitment campaigns are designed as ongoing, long-term initiatives. That’s why ‘Find you Fryternity’ will run throughout 2024 and likely into 2025. There’s even potential for new segments featuring other former McDonald's restaurant employees. The concept is so rich that it can be adapted in various ways, over different years, and even across different countries.
LBB> Finally, has this campaign made you reconsider the strength of friendships formed in the workplace?
Marc-André> Although I haven't worked at McDonald's, this campaign made me realise how powerful workplace friendships can be. It has made me appreciate how the people we interact with daily can have a meaningful impact on our lives – each in their own unique way.
Suzanne> The sense of belonging is a very important aspect of an employee’s wellbeing at work. We have seen that people making friends at McDonald’s restaurants are more engaged at work, and most importantly, they have fun, which shows in interactions with customers and increases the quality of their service. Many employees at McDonald’s restaurants have formed lasting friendships, and some have even turned into relationships and families!
