McDonald’s Canada Created a Series of Charming Ads About Why It Likes to Hire Friends

Campaign from Cossette celebrates camaraderie

Two young fast-food employees look at an order screen.
Sometimes having a friend around can help make sense of a rather odd order. McDonald's Canada
Headshot of David Griner

Working alongside a friend can mean the difference between your job being a daily slog and the hours flying by. But in most cases, especially when it comes to service-industry jobs, you have to make friends on arrival rather than bringing them with you.

McDonald’s Canada, however, is encouraging friends to apply together. The brand says that young people are more likely to apply and stick with a job if they work with friends, and McDonald’s has even created the ability for online job seekers to apply alongside friends through an online job portal.

To help encourage more applications in this vein, the Canadian branch of the fast food giant has rolled out a series of ads featuring two goofy friends working side-by-side at a McDonald’s:

“One of the key benefits of working at a McDonald’s restaurant is the camaraderie among crew members,” says Antoinette Benoit, CMO of McDonald’s Canada. “With this campaign, we are celebrating the spirit of friendship while continuing to build on and express our ongoing belief in Canadian youth.”

The brand also hosted a “Snapplications” virtual hiring fair on March 27 and is providing all its owner-operators with a recruiting kit that includes digital and print ads, tray liners and crew stickers.

The spots are from agency Cossette, best known for its award-winning work for clients like SickKids.

Jordan Hamer, associate creative director for Cossette, says the McDonald’s work helps highlight how the brand is evolving to keep pace with a new generation of potential employees.

“It’s a simple but powerful shift that has the potential to not just double the number of potential applications, but makes the idea of working with friends real,” Hamer says. “McDonald’s has always been a big employer of youth and this strategy is a direct response to how today’s young workers want to engage with employers.”


Title: Friends Wanted
Client: McDonald’s Restaurants of Canada Limited
Antoinette Benoit – Chief Marketing Officer
Hope Bagozzi – Marketing Officer
Melanie Courtois – Senior Marketing Manager

HR: Stephanie Hardman, Chief People Officer

Agency: Cossette
Global Chief Creative Officers: Peter Ignazi, Carlos Moreno
Group Creative Director: Jon Frier
Associate Creative Directors: Spencer Dingle, Jordan Hamer
Art Director: Tyler Robitaille
Copywriter: Ellen Porteous
Senior Designer: Eric Wood
SVP, Managing Director: Kathy McGuire
VP, Client Lead: Sarah Jue
Account Executive: Valerie Traitses
Strategist: Jeff McCrory
Sr. Digital Project Manager: Jeff Maynard
Senior Director, Communications: Stacey Masson
External Communications Manager: Kali Pearson
Media Agency: OMD
Director: James Haworth
DOP: Stuart Campbell

Production House: Circle Productions
Agency Producer: Erica Metcalfe
Executive Producer: Karen Tameanko
Development Executive: Laurence Payne
Casting: Steven Mann, Mann Casting
Sound: Berkeley Inc.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: April 17, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT