Description
Just a few weeks prior to this, the famous Michelin reviewing body, known for their elusive stars given to only top restaurants, announced their arrival in the country. This created excitement among Filipinos as they speculated on which establishments would receive the first seal of approval.
Jiang Nan, like any other restaurant, also aspired to achieve the elusive and prestigious Michelin stars, but they won the race through wit and humor. The Chinese hotpot restaurant found Michelle Lyn Espiritu, a Filipina with a name that rings just like that of the expert food critic organization’s. She ate at the restaurant, and gave her judgment on Google reviews: 5 stars.
They then announced this on Meta which created buzz online. From avid fans of the restaurant to people scrolling and having a good laugh, and even to heavily followed pages, the stars used as a joke skyrocketed Jiang Nan’s traction. Over the weekend alone when it was posted, the post organically garnered millions of engagement with zero media budget.
This professional campaign titled 'Michelle Lyn Star' was published in Philippines in March, 2025. It was created for the brand: Jiang Nan Hotpot, by ad agency: Gigil. This Digital medium campaign is related to the Food industry and contains 3 media assets. It was submitted about 2 months ago.
Credits
Agency: GIGIL Manila/Katok
Chief Creative Officer: Badong Abesamis, Herbert Hernandez
Managing Partner: Jake Yrastorza
Associate Creative Director: Nikka Melchor
Art Director/Copywriter: Jasper Cajilig
Art Director:Neil De Luna
Art Director: Joaquin Diaz
Copywriter: Ash Vidal
Copywriter: Juancho Santos
Group Account Director: Michael John Balana
Account Director: Marga Ambon
Account Supervisor: Kyara Vlahov
Account Executive: Raffy Adduru
Planner: Fritz Dalawampu
Media Director: Margie Flores-Husmalaga
Media Manager: Patricia Jayne Sy
Social Media Manager: Chrissy Perucho
