VCCP gets personal for McDonald’s

VCCP gets personal for McDonald’s

VCCP has launched a new campaign for McDonald’s Australia that throws the spotlight on the brand’s employees Down Under.

The agency, which opened in Sydney a year ago, has showcased employees’ real life stories and introduced The Maccas Enjoyment Bonus.

The campaign is running online, in store and on social media.

Melissa Roseworne, director of HR and training at McDonald’s Australia, said: “At McDonald’s we want our crew members to see their role as much more than ‘just a job’. We’re dedicated to ensuring the enjoyment of our employees and continually work with crew to make sure they have the training, flexibility and support they need to achieve their goals – both within and outside of our business.”

Six Maccas employees were picked, from a 67-year-old crew member to a restaurant manager and head office staff.

Each of them told their story in their own words and each story is running online on YouTube and

The Maccas Enjoyment Bonus has also been introduced. Three of the company’s brightest and best were nominated for the bonus, and short films to tell their stories were created by VCCP.

Maccas fans can now vote on the Enjoyment Bonus website for who should win the bonus later this year.


Client: McDonald’s Australia; agency VCCP; agency team: Dean Hunt, Jessica Waal, Nick Cole; photography and film production: Chris Ireland, The Pool Collective 

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