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Recruitment copy for one of the world's largest employers

Running a franchise is no easy task

recruitment copy McDonald's
The client


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

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