The big idea is that McDonald's Cheeseburgers are so good and so affordable, people will surely find any excuse to have it as often as possible.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.

* Sales reached a record high - McDonald's Burgers grew by 48%.* "Pa-cheeseburger ka naman!" (This calls for a Cheeseburger!) became the hippiest catchphrase in Philippine pop culture evident in the countless blogs, spoofs on youtube and SMS jokes.* The campaign resulted in more than 1M Google hits in less than one month.* 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.