The cheesy phenomenon

MANILA, Philippines - “Sobrang cheesy talaga!”

When this catchy phrase was first introduced in Greenwich‘s TV commercial featuring John Lloyd Cruz and Bea Alonzo, nobody knew that it would become as famous line as it is today. In fact, the line can be heard virtually everywhere, with today’s young crowd delivering these three words to spice up sweet and romantic situations.

“Sobrang cheesy talaga!” started as the tagline of Greenwich’s award-winning Cheesy campaign that celebrates the affectionate and loving trait of Filipinos and their love for cheese. The Filipino’s fondness of cheese and cheesy moments also served as the inspiration behind Extreme Cheese Overloaded Pizzas, Greenwich’s pizza creations decked in ultimate cheesy goodness.

Greenwich’s Cheesy campaign enjoyed even greater popularity as more TV commercials from the Philippine’s largest pizza chain were launched featuring UAAP star and TV host Chris Tiu and John Lloyd, together with the Greenwich barkada. In each commercial, the two stars showed Filipinos what it really means to be cheesy with the quirkiest, most endearing and entertaining scenes that would always end with the Greenwich barkada exclaiming, “Sobrang cheesy talaga!”

Today, its popularity has spilled over into the Internet as well, making its way into countless blog posts and forums including Facebook.