McDonald’s Celebrates Crew-members in ‘Appetite Needs Opportunity’ Campaign

McDonald’s Australia has launched a brand campaign, Appetite Needs Opportunity, via DDB Sydney which celebrates the people that make the Golden arches great.

Led by a 60-second film, the campaign explores the stories of five crew-members from around Australia, whose determination, positivity, energy, ambition and work ethic has taken them all on a path of success professionally and personally. The film takes you on a journey with Delaney, Sam, Natalie, Megan and Samtui – showcasing life at McDonald’s, and their great personal triumphs and endeavours.


Jo Feeney, director of marketing, McDonald’s Australia said: “We have a huge number of fantastic young people who work for McDonald’s so it was only fitting that we tell Australia how awesome our Macca’s people are. I love the stories in this campaign, and I hope they’ll show our customers and potential employees alike, that at McDonald’s, we believe that if you’ve got the appetite to succeed, we’ll provide you with the opportunity to set you up for life at McDonald’s and beyond.”

The film will run across digital platforms, TV and is supported by a series of five content pieces.


Ben Welsh, CCO, DDB Sydney said: “We were blown away with how driven these young kids were. Our idea is simply a stage on which these inspiring young Australians perform. Justin’s cinematic approach allowed them to truly shine.”

The campaign will also run across social with a social campaign developed by VML Australia aimed at answering the commonly asked questions from Australians about working at McDonald’s. In four short films, crew-members answer questions around training, career progression and their ‘typical’ day to help Australians understand what it’s really like to work behind the Macca’s counter.

The campaign will also be leveraged through PR with Eleven profiling crew and their stories across media channels.

Source: Campaign Brief

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