McDonald's Crew take centre stage with peer-to-peer content series

Client: McDonald's UK & I

Engaging 80,000 Gen Z Crew is a major challenge - traditional comms simply doesn’t cut through. So the solution from McDonald’s and Red Consultancy was The Wrap: a monthly, social-first video series built around Crew voices and energy. The Wrap, now in its fourth year, has become the most recognised platform for Crew. In the last 12 months, it has delivered 7.3m views, 2.3k engagements, 150% more presenter applications YOY and stronger retention of key updates across 1,000+ restaurants. It has redefined employee engagement at scale