The campaign showed how to coax someone into buying you a McDonald's Cheeseburger. At the slightest excuse, "Pa-cheeseburger ka naman!" ("This calls for a cheeseburger!") was used to chide people into treating others to the very affordably-priced burger.We maximized the budget by doing:* A series of 15-seconders instead of one long TVC.* Series of small print ads that utilized the medium by creatively placing them next to relevant articles.

* Radio Campaign.* Ambient.* Creative intrusions on TV and radio.All hammering the line "Pa-Cheeseburger ka naman!"

* Extended media mileage through countless blogs, spoofs on youtube and SMS jokes - making the line the hippiest catchphrase in Philippine pop culture.* Was featured in several newspaper articles and became part of the year-ender special of the country's biggest TV network as one of the highlights of 2008.* Gained a significant 48% increase in sales - a record high!