As the Philippines eased COVID-19 lockdown restrictions in June 2020,  safety and cleanliness became the new normal for the fast-food industry, and “customer safety” became the new messaging norm.

McDonald’s, however, did not follow the protocols; opting to go for a unique messaging approach.

“Customer safety starts when you take care of the people that handle, serve, and deliver food daily.”

McDonald’s Philippines launched M SAFE, a corporate communications campaign that focused on employee safety to ensure customer safety.