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 14th 2016, from 6 to 7 AM, every McDonald’s store in the Philippines gave free McMuffin breakfast sandwiches to everyone who visited the restaurants.

On its 4th year celebrating National Breakfast Day, McDonald’s wanted it to be the biggest and most meaningful one yet. So on top of the restaurant blowout, McDonald’s had allocated 40,000 more McMuffins to be given to deserving individuals who wouldn’t be able to celebrate National Breakfast Day because of their early-morning jobs

Every National Breakfast Day, McDonald’s Philippines throws a nationwide breakfast blowout to celebrate the most important meal of the day. On March 14th 2016, from 6 to 7 AM, every McDonald’s store in the Philippines gave free McMuffin breakfast sandwiches to everyone who visited the restaurants.

But there are those who have to get up for work so early in the morning that they won’t be able to go to the stores. In fact, because of their occupation, some skip breakfast entirely—just like the humble fisherman. In the Philippines, thousands of people earn their livelihood from the vast sea that surrounds their domiciles. They are typically at sea from 2 to 6 AM.

So we brought National Breakfast Day to hardworking fishermen. A specially designed boat with the iconic McDonald’s pylon headed into deep waters early in the morning to bring good cheer to fishermen through warm McDonald’s breakfast.

We built a McDonald’s-themed fishing boat (complete with a 15-foot, glowing McDonald’s pylon) and rode it out to sea very early in the morning to surprise fishermen with warm breakfast McMuffins and hot coffee.

We captured the activation on film and shared it to the world in the evening of March 14th 2016, National Breakfast Day.

Complementing this, McDonald’s gave free breakfast to over 40,000 fishermen, farmers, teachers, street sweepers and other early-morning workers.