McDonald's has appointed UK-based agency VCCP to handle its employer brand and recruitment advertising account. For the first time, McDonald's UK has moved away from a traditional recruitment advertising agency, DDB in this case, to VCCP.

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.

New campaigns like 'Not Bad For a McJob' and 'My McJob' 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.