McDonald’s has historically been challenged for the quality of its job offer. In 2013 where companies were cutting jobs and youth unemployment reached 50%, McDonald’s had the opportunity to reposition its job offer. McDonald’s had a strong positive message to give: the creation of 3,000 new jobs in 3 years, as part of a long-term investment plan in Italy.

We took the chance to demonstrate to Italians the huge Company commitment, going for the first time beyond products and consumer activities. It was time to fight the prejudice against McJobs and show that McDonald’s is actually a Good Employer in Italy.

We tackled this challenge through a “max proactiveness = max reactiveness” strategy, aiming at responding to any attacks and leveraging occasions to ‘earn’ the floor with messages based on transparency and facts, in 3 phases: 1) construction of solid basis and good stories for credibility, 2) launch directed at general public, 3) consolidating actions with a McItalia Job Tour to recruit candidates. After McDonald’s announcement of the hiring Campaign, we triggered a huge discussion, involving top labor stakeholders and institutions, a debate followed on all the most important media, TV, radio, print and online.

The McItalia Job Tour proved to be an excellent way to bring the brand closer to people. For the first time workers and people in general decided to stand by McDonald’s side and they became THE example of “youth good employer” in Italy, gaining unprecedented trust as a brand.

The Campaign was presented before launch to the Minister of Labour and other key institutional stakeholders.

We gave the preview to a top media, which dedicated to McDonald’s a cover story.

As the news started to spread, we informed all other media. A rational of the advertising campaign was posted on the Italian McDonald’s website, where anybody could have access to it.

We secured to have McDonald’s CEO invited in top TV and radio shows, together with Italian politicians and representatives of the trade unions, where the Company was able to address attacks and explain their commitment to Italy and the positive aspects of their occupational model.

We launched the McItalia Job Tour, with a van still travelling though Italy to recruit candidates.

The campaign went so far to be positively commented by the highest institutions in Italy, such as the Prime Minister, the Minister of Labor and the heads of the most important trade unions.

For the first time workers and people in general decided to stand by McDonald’s side and they became THE example of “youth good employer” in Italy, gaining unprecedented trust as a brand.

2013 results:

• +20% in brand reputation as a Good Employer (Ipsos survey)

• 1450 media placements, including broadcasts and radios

• 300 million contacts

• 2,8 million page views with 2 minutes average session duration