The meal pairing of Chicken McDo and World Famous Fries Meal, one of McDonald’s Philippines’ best-sellers over the years, needed a campaign that would amplify its popularity.

McDonald’s launched an online video featuring another iconic pair—the well-loved tandem of Sharon Cuneta and Gabby Concepcion (ShaGab), who, just like the Chicken McDo and World Famous Fries Meal, are popular on their own right but pack a more powerful punch when eaten together.

The height of ShaGab’s popularity was in the 80’s. With no conversations surrounding the tandem in recent years, the brand needed to make certain that they would be able to generate buzz, extending to the younger audience prior to the launch.

It was PR’s role to set the stage for the material break, allowing the country to remember the spark that made ShaGab extremely popular and why they are, living icons in the Philippines.

Planned topics were created together with the ShaGab fan group administrators to stir conversation for five days leading up to the video launch. Content guidelines and timelines were provided but the fans were given creative liberty to retell the ShaGab story and talk about their relevance 25 years later.

Orchestrating a week-long user generated content plan with the numerous fan groups was made possible with the close coordination with administrators. This gave the brand a single narrative but with different angles-- whether it was to push for a topic, share a behind-the-scenes photo from the commercial shoot, create memes, and even play on ShaGab’s history to further make the reunion project special.

Not only did the fan reactions and engagement headline the news, Sharon and Gabby responded to all the hype and rode with the buzz that they were generating, by posting on their own social media channels as well.