McDonald’s (HACER®) provides Hispanic students with funding to make higher education more attainable, while building brand trust and relevance with the Hispanic community. Additionally, students’ needs have always been on a spectrum, not just isolated to financial assistance.
It was time for McDonald’s (HACER®) to evolve from a scholarship into a program; the program’s new mission was to help prepare, enable and inspire students to pursue higher education and turn their dreams into reality. To make this shift and create an impact, we partnered with former McDonald’s crew member Katya Echazarreta to increase scholarship applications, awareness, brand trust and relevance.