The project was initiated by the brand "Vkusno — i tochka" to strengthen its reputation as a stable employer, continuing the legacy of its predecessor company. After the rebranding, it was important to demonstrate that the values, standards, and career opportunities remained at the same high level. In a short film created in collaboration with director Konstantin Kuchin, former McDonald’s employees from the 1990s and 2000s return to the restaurants and compare their past experiences with the present. They confirm that despite the changes, the atmosphere and quality have been preserved and, in some aspects, even improved. The video was distributed across digital platforms and through bloggers. The result was increased trust in the brand, higher engagement, and a positive audience response to career opportunities within the company.
After the rebranding, "Vkusno — i tochka" faced the challenge of proving that it is not just a replacement brand but a reliable employer with career prospects. Increased competition in the labor market, especially from large stable companies, created a barrier: job seekers began to perceive retail as temporary work. It was necessary to change this perception. The brand chose to do this through human stories — showcasing career paths and corporate culture through the eyes of those who were at the origins and achieved great success. Unlike other employers who emphasize stability, we focused on dynamism, growth, and team spirit. This helped emotionally stand out and strengthen trust in the brand amid highly competitive hiring conditions.
The project’s target audience includes two main groups: young people (schoolchildren and students aged 16–25) seeking their first job with growth opportunities, and older job seekers (50+) interested in stable income and social inclusion. The geography covers all of Russia, especially regions where the brand actively hires.
The main task was to break the stereotype that working in fast food is temporary, low-level work without prospects. We wanted to show job seekers that the company offers a long-term career, development, and a strong corporate culture. The project also aimed to increase internal pride among employees and strengthen their emotional connection to the brand.
There is a stereotype that fast-food jobs are as fast and short-lived as the service itself. However, everyone knew that at McDonald’s in Russia, it was possible to build a brilliant career. But the new brand "Vkusno — i tochka" did not yet have such cases.
As proof that standards and working conditions remain high, we invited former McDonald’s employees who had built successful careers over the years. They compared working conditions and atmosphere then and now.
This short film became part of the larger campaign "You have changed, but our standards have not," which the brand launched in 2023.
The project was implemented as a short film featuring former McDonald’s employees, demonstrating the continuity of standards and values. Through their memories, the brand convincingly showed consistent quality and respect for employees. Selecting the heroes took time — it was important to find people with real experience and a connection to the brand. Filming took two days but was carefully prepared. The full version of the video is available on the brand’s website and social networks, while a short teaser was distributed by bloggers. TV was also used. This media mix ensured coverage of different audience segments. The nostalgia and trust format became the key to engagement. Production quality was high, and communication was timely and precise.
The "Vkusno — i tochka" project successfully strengthened the company’s image as a stable employer with career growth opportunities. The brand broke stereotypes about temporary work, demonstrating that working in the chain is a long-term prospect. The campaign attracted greater interest in vacancies, and many employees who started with temporary jobs continued their careers within the company. The key tool was the short film with former employees, which effectively conveyed the message about career opportunities and stability. This positively impacted the brand’s reputation and business results, confirming the success of the chosen strategy and channels.
Credits
Brand: "Vkusno — i tochka" Darya Nazarkina – Senior Vice President of Marketing, Strategic Planning, and Delivery Yulia Neskreba – Marketing Director Liana Latipova – Marketing Manager Ekaterina Sarkisova – Senior Media Planning Manager Svetlana Prosvirnova – Digital Technologies Manager
RoRe Group (Agency): Alexander Merzlyakov – Executive Creative Director Vasily Gubin – Creative Director Ksenia Panteleeva – Senior Art Director Yuri Popov – Senior Copywriter Elena Andrich – Director of Strategic Planning Darya Miroshnichenko – Client Services Director
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