A Decade of Impact: Celebrating the 10-year Anniversary of Archways to Opportunity at McDonald’s

About This Project

Summary

McDonald’s launched a campaign to celebrate the 10-year anniversary of the Archways to Opportunity program, which provides education opportunities to its restaurant crew. The strategy leveraged research to highlight authentic stories and data from participants, showcasing the real-world impact on careers and education. The campaign used an integrated approach across earned, paid, and owned media to reach employees and key external stakeholders.

Goals & Objectives

Our goal was to continue to reposition working at McDonald’s as an opportunity for learning and skill development and to solidify the Archways to Opportunity program as a cornerstone of the company's commitment to its restaurant employees.

Results & Impact

The campaign generated over 3.2K earned media stories, with the Archways program featured in major national outlets. A targeted paid media campaign delivered over 42.1 million impressions and boosted brand favorability among our target audience.