SYDNEY, AUSTRALIA — To help recruit new crew for restaurants across the nation, fast-food brand McDonald’s Australia has launched an integrated employer brand and recruitment campaign celebrating the unique spirit of “mateship” that makes Macca’s, Macca’s.
“Mates make it Macca’s,” from brand experience and innovation company Akcelo, highlights the crew’s camaraderie, their daily traditions and inside jokes, and the countless joys and perks of working with your mates.
The campaign kicked off across the AFL and NRL grand finals, headlining a multi-month campaign period supported by a bespoke mobile game to accelerate applications, along with Spotify, Facebook, Instagram, TikTok, and Snap ads, plus integration into McDonald’s CRM program and its mobile ordering app.
The Macca’s Burger Challenge game becomes a new evergreen asset that can help prospective Macca’s crew build base skills in a gamified experience to test speed, coordination, and memory, encouraging them to find out if they have what it takes to become part of the McDonald’s team. The game will help accelerate applications by letting players challenge their mates and see the variety of roles available at their local Macca’s restaurant.
McDonald’s Australia employs more than 110,000 people in restaurants and corporate offices Australia-wide and is the largest employer of youth in the country. Creating thousands of new jobs each year, McDonald’s spends over $40 million a year on training and people development.
McDonald’s Australia Marketing Director Amanda Nakad said, “Our crew members are the backbone – and the heart – of Macca’s. No matter who you are or where you work across our restaurants, one thing our crew value the most is the joy of working with their mates. With this campaign, we’re thrilled to invite the public behind the scenes of our day-to-day operations and show Australia what working at Macca’s is all about.”
Aden Hepburn, CEO at Akcelo, said, “When growing up in Australia, working at McDonald’s is almost a rite of passage that can build lifelong mates. Akcelo is delighted to have been tasked with creating this innovative and integrated campaign that reflects how those who work at Macca’s, no matter what age, help make Macca’s, Macca’s.”
CREDITS:
Client: McDonald’s Australia
Chief Customer Officer: Chris Brown
Marketing Director: Amanda Nakad
Senior Brand Manager: Maxine Netrayana
Assistant Brand Manager: Jaya Virk
Creative Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partner: Oskar Westerdal & Jon Foye
Senior Art Director: Grga Calic
Senior Copywriter: Edwin Hughan
Chief Strategy Officer: David Di Veroli
Strategist: David Gray
Head of Design: Mark Berry
Senior Designer: Tien Vu, Mori Reyes & Jamie Muscat
Business Lead: Gabriel Montalban & Anthony Brooker
Content Production Lead: Mark ‘Bucket’ Summerville
Senior Producer: Matt Barber, Michael Debach & Edward Krause
Digital Producer: Lucien Kronenberg & Daniel Burns
Editor, Social: Sam Bryant
Motion Designer, Social: Fraser Dinsdale
Creative Services and Operations Lead: Bonnie Ryan
Creative Project Delivery Lead: Sophie Tschuchnigg
Chief Executive Officer: Aden Hepburn
Film Production: Collider
Director: Dylan Duclos
DOP: Max Walter
Executive Producer: Karen Bryson & Olivia Handken
Producer: Melissa Weinman
Editor: Brad Hurt
Grade: Matt Fezz
Online: Matt Campbell
Photography & Social: Sam I Am
Photographer: Benito Martin
Producer: Sally Andersson
Original Music & Sound: Rumble Studios
Media: OMD
PR: Mango
