The appointment follows a three-month pitch process, handled by Oystercatchers, as part of a strategic review to assess the role of McDonald's employer brand work.
VCCP's appointment marks the first time McDonald's UK has moved away from a traditional recruitment advertising agency.
The new work follows a number of employer campaigns such as ‘Not Bad For a McJob' and ‘My McJob' and will be used to enhance the fast food chain's job reputation, rather than simply driving recruitment. McDonald's said that it currently receives over 2,500 crew applications a day and employs around 150 new people a day.
The appointment does to affect Leo Burnett's existing relationship with McDonald's as its lead agency in the UK.
This article was first published on marketingmagazine.co.uk