McDonald’s UK&I spotlights young staff in new campaign

It will run from 15 March to the end of April and again over the summer.

McDonald's UK & Ireland has launched a new campaign highlighting its younger employees and the company’s role in providing jobs and skills training at a time when confidence in career prospects for young people in the UK is low.

The campaign, which started on 15 March, is the brand’s largest above-the-line investment in trust-building in recent years, with advertising across multiple channels.

It will run in two phases: from 15 March to the end of April and again over the summer.

McDonald’s is a major employer of young people in the UK, with more than 100,000 employees under 25 and one in three managers under 25.

The campaign focuses on the responsibilities and skills these employees gain whilst working in restaurants, including the ability to perform under pressure.

Filmed in a documentary style, the campaign features real crew members in their own workplaces, using handheld cameras and a “fly-on-the-wall” approach.

The content emphasises the practical skills young employees develop, such as confidence, communication, teamwork, leadership, determination, and resilience.

Four TV spots tell the stories of young crew members, showing them challenging common negative perceptions of Gen Z workers.

Each begins with a voiceover questioning young people’s abilities, which is then countered by the crew member’s actions during their shift.