Recruitment copy for one of the world's largest employers
Running a franchise is no easy task
The client
McDonald's.
The challenge
People who own a McDonald’s get a licence to print money along with their licence to flog Big Macs. Right? Wrong. Running a successful franchise takes a lot of hard work and dedication. McDonald’s needed a brochure which appealed to the type of people who could succeed at it – while putting off those who couldn’t.
The solution
The process began with us attending a franchise briefing session at McDonald’s HQ. Double Cheeseburger in one hand, pen in the other, we took notes. Then we set about challenging the reader. Why? Well, the individual who likes a challenge will respond to this. Whereas the person who thinks it all seems like too much hard work will be put off.
The writing
'Regular? Medium? Large?
Just how big is your call?
You’re a large and valuable part of your local community, as well as being a small but important part of a renowned global organisation.
But to get all of that out, there’s a lot you need to put in. Have you got what it takes?'
The results
A demanding client was very happy.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Agency: Design Directions
Client: McDonald's
