During the worst labour shortage in over 50 years, McDonald’s Australia needed to recruit a record 14,000 crew members in just four months and overcome young Aussies’ negative perceptions of working at “Macca’s”. From our insight that people make the workplace, we launched ‘Mates make it Macca’s’ – an unmistakably Australian concept powered by local crew insights from around the country.  

All in all, the campaign helped Macca’s hire 26,311 new crew in the four-month window, smashing campaign targets and proving once and for all that burgers and fries don’t make it Macca’s. Mates do.