McDonald’s: MSafe

Fast-food brand, McDonald's, successfully reassured consumers about the safety of its restaurants following the easing of COVID-19 restrictions in the Philippines.

Campaign details

Brand: McDonald’sBrand owner: Golden Arches Development CorporationAgency: TBWA\SMPMarket: PhilippinesSector: Restaurants & takeawaysMedia channels: Email marketing, Packaging & design, Public relations. Social mediaBudget: 500k - 1 million

Executive summary

As the Philippines eased COVID-19 lockdown restrictions, safety and cleanliness became the new normal for the fast-food industry. 'Your safety is our priority' became the universal message for almost all establishments.

McDonald's, however, did not just prioritise this message. Instead, it chose to demonstrate the company's commitment to health and safety by starting with its own...

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