McDonald’s promotes McJobs with Piccadilly ad

McDonald’s is significantly ramping up its fight to change perceptions of the company with the launch of a major recruitment ad at London’s Piccadilly Circus.

It is understood that the ad aims to improve the company’s reputation as an employer by building on the “Not bad for a McJob” in-store poster campaign, which launched in April. The ads aim to change negative perceptions of the phrase “McJob” and about working for the fast-food chain.

It is thought this is the first time a company has used an ad in Piccadilly Circus to promote its reputation and its recruitment policies. The launch will be supported by a new independent study, carried out by Professor Adrian Furnham from University College London, called Brighter Futures. It is thought to demonstrate the positive impact that working at McDonald’s has had on employees in terms of developing their skills and offering career opportunities.

The latest execution is expected to continue the theme of the poster campaign, which has 18 different executions and ran across 1,200 restaurants.

One has the strapline: “Over half our executive team started in our restaurants. Not bad for a McJob.”

It is understood that the campaign has been developed internally and it is not clear how long the ad will run at Piccadilly Circus.