McDonald's bids to redefine McJob

McDonald's has asked three of its retained agencies to help change the dictionary definition of 'McJob'.

Blue Rubicon will be the lead agency on the project, while Bell Pottinger Public Affairs has been tasked with engaging political stakeholders in the campaign.

Trimedia Harrison Cowley will support the fast-food giant in a regional comms capacity.

Media were alerted to the campaign this week when a letter to stakeholders by McDonald's senior executive David Fairhurst was leaked.

The Oxford English Dictionary defines a McJob as ‘unstimulating, low paid' and ‘with few prospects'.

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