McDonald’s needed to launch the new Chicken Fillet ala King Meal to raise slumping lunch sales. To launch big, the fast food brand signed up (the first brand to do so) the phenomenal noontime show love team "AlDub" (Alden Richards and Yaya Dub) with a campaign that capitalized on their ‘they-love-each-other-but-they-can’t-be-together’ onscreen story.