The Challenge:

At the end of each summer most businesses feel the pinch when their summer help heads back to school. McDonald’s is no different. The challenge that was presented to us was to develop a “help wanted” campaign that didn’t look or feel like a “help wanted” campaign but produced the result of new applicants.

The Solution:

Since the traditional forms of acquiring help, i.e. help wanted ads, job services, etc., were not an option we had to come up with something different. We developed a television campaign that showed real employees in a variety of jobs (cook, manager, server) suggesting their favorite meal or telling the customer to join them for a hot premium coffee. This campaign allowed the viewer to “meet” employees who enjoyed their jobs and the products they served.

The Results:

The local Rapid City McDonald’s saw a few things happen. Employee morale went way up. Customers commented on the inviting spirit of the commercials and McDonald’s got the job applicants they wanted.