McDonald’s Canada Is in Recruiting Mode with 'Find your Fryternity'

McDonald’s Canada serves up a winning formula with 'Find your Fryternity,' a recruitment campaign developed by Cossette. This initiative targets young adults and celebrates the importance of friendships at work.

Using short narrative videos, the campaign highlights the inspiring journeys of former employees and encourages young people to join the McDonald’s family.

“What makes a job at McDonald’s unique is the friendships that are created and last over time,” said Suzanne Grondin, Quebec marketing director at McDonald’s Canada. “Who better than our former employees, with their compelling true stories, to show this unique aspect of our brand?”

“With this campaign, we created a cultural experience, a far cry from typical employment ads,” added 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."

The campaign will run in Quebec from June 10th to December 31st, 2024, with online video, content on McDonald’s Canada’s social channels, and signage in places where young people are found, such as the metro, gyms and malls.