On what it calls National Breakfast Day, McDonald’s Philippines throws a nationwide breakfast blowout to celebrate the most important meal of the day and help build brand love for its breakfast offerings. On March 13, 2017, from 6-7AM, every McDonald’s store in the Philippines gave free breakfast sandwiches to everyone who visited the restaurants.

In the past years, McDonald’s has given free breakfast to early risers, individuals who aren’t able to celebrate National Breakfast Day because of their early-morning jobs. On celebrating the 5th year, McDonald’s wanted to highlight the beauty of mornings and how they bring forth new beginnings.

Several people talk about their strict teacher back in high school. She is Luzviminda Santiago, a teacher for 30 years now. We witness her daily routine of waking up at 4AM and her long commute to school. She talks of her lifelong passion for teaching. The people in the beginning reveal Mrs. Santiago’s tough love as their teacher and friend. They cite instances where she helped them in their predicaments and pushed them to achieve their dreams. We learn that Mrs. Santiago will soon reach the mandatory retirement age. She feels sad. She laments that she won’t be able to interact with her students anymore. As she enters her classroom, former students surprise her with a breakfast reunion. She sheds tears of joy. They warmly hug her. The former students are now accomplished professionals. She takes pride in their achievements. This gives her strength to face her new day.

Days before National Breakfast Day, announcement and news about McDonald’s free breakfast was seeded to various networks and media sites. On the day itself, in the early morning of March 13, various members of the press covered the event in almost 500 restaurants nationwide.

An exclusive press-only preview of the film was conducted. News about the video was shared with top local networks. Hours after the film’s online release, McDonald’s was featured on various news sites. The film was talked about on primetime news, generating additional reach. Digital ambassadors shared the film, generating further mileage. Following National Breakfast Day, features on various front pages and news sites were published.