For years, Sharon Cuneta’s name has been tied to music, film, and the kind of familiarity that cuts across generations. Known for roles that mirror the everyday Filipino’s struggles and triumphs, she has stayed a fixture in the country’s cultural landscape.
Now, Cuneta is back in the public eye for a different reason—joining her husband, former senator Francis “Kiko” Pangilinan, in raising awareness about food security and the challenges facing Filipino farmers.
Their latest campaign, anchored on a television ad titled “Pag may Kiko, may Sharon,” uses humor to raise serious questions about inflation and food prices. The ad plays on Cuneta’s pop culture image—the “baon” or leftover queen—to show how shrinking portions have made even leftovers a luxury.
In one scene, she arrives at a party and notices how food portions have become so small there is hardly anything left to bring home. The moment draws attention to how inflation is making it harder for families to put enough food on the table.
Pangilinan, who has long pushed for agricultural reforms, appears in the ad as the problem-solver. Known for legislation aimed at helping farmers and fishermen, he has consistently framed food security as a matter of national importance.
The campaign touches on a familiar question for many Filipino families — why staples like spaghetti or ham have become rare treats, often reserved for birthdays or holidays. It also confronts the paradox of farmers working hard, yet unable to provide enough for their own households.
While Cuneta brings her wide reach and relatable presence, Pangilinan offers policies he believes could ease these burdens. The message is simple: access to affordable, nutritious food should not be a luxury.
Cuneta’s return to advocacy is not new. She stood by Pangilinan during his 2022 electoral bid, a race that ended in defeat but did little to slow his work. This time, the couple frames their campaign as a shared effort—one drawing attention to a cause that cuts across political lines.
For Cuneta, known for portraying stories of family and survival, joining this campaign comes naturally. In a country where celebrity voices carry weight, her involvement helps put the spotlight on a growing concern for many Filipino households.