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McDonald’s Australia celebrates its crew’s unique spirit of mateship in new campaign

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Sydney, Australia – To help recruit a new crew for restaurants across the nation, McDonald’s Australia has launched an integrated employer brand and recruitment campaign celebrating the unique spirit of mateship that makes Macca’s, Macca’s.

Titled ‘Mates make it Macca’s’, the campaign was developed in partnership with brand experience and innovation company Akcelo. It aims to highlight the crew’s camaraderie, their daily traditions and inside jokes, and the countless joys and perks of working with their 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 programme 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 also help accelerate applications by letting players challenge their mates and see the variety of roles available at their local Macca’s restaurant.

“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,” commented Amanda Nakad, marketing director at McDonald’s Australia. 

Meanwhile, 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.”

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