McDonald's in fresh push to combat 'McJob' perceptions

McDonald's has launched a print and digital campaign to celebrate its employees, in a bid to emphasise the opportunities the company provides its workers.

The "Meet our people" campaign by VCCP is part of a long-running effort started in 2006 to dispel misconceptions about working at the fast-food restaurant chain.

It has created in-store and print ads to run across education titles, including TES and The Guardian's Education section, for four weeks. The ads feature the real employees "behind the uniform," outlining the qualifications they have gained since working at McDonald's.

The campaign also includes the work of a McDonald's film crew who travelled the UK to find out what the public think of McDonald's workers to create 'Think again'.

David Fairhurst, chief people officer, McDonald’s UK and Northern Europe, said: "There is still a perception lag about working at McDonald's. We're confident that our new 'Meet our people' campaign will help challenge this snobbery once and for all."

The activity coincides with the news that McDonald’s is now offering its staff foundation degrees in managing business operations for the first time.

Yesterday, McDonalds launched a TV ad, by Leo Burnett, for its limited edition Festive Menu.