A Michelin Star is a badge of excellence for a restaurant. The famous Michelin reviewing body, known for the elusive stars given only to top restaurants, announced its arrival in the Philippines in March. This created excitement among Filipinos as they speculated on which establishments would receive the first seal of approval.

That triggered an idea by Katok, the social media agency of GIGIL, for Jiang Nan, which like any other restaurant, also aspired to achieve the elusive and prestigious Michelin star. The restaurant won the race using wit and humour.

Jiang Nan restaurant received the first Michelle Lyn in the country. In a viral post, Jiang Nan claimed a special rating that no one else in the Philippines has ever achieved – a 5-star rating from Michelle Lyn. 

The Chinese hotpot restaurant found Michelle Lyn Espiritu, a Filipina with a name that rings just like that of the expert food critic organisation’s. She ate at the restaurant and gave her judgment on Google reviews: 5 stars. Jiang Nan then announced it on Meta, which created buzz online in different parts of the world. From avid fans of the restaurant to people scrolling and having a good laugh, and even in 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 views with zero media budget, and created a new star that is making waves in food and pop culture.

Credits:

Client: Jiang Nan Hotpot
Agency: GIGIL Manila, Katok
Chief Creative Officers: Badong Abesamis, Herbert Hernandez
Managing Partner: Jake Yrastorza
Associate Creative Director: Nikka Melchor
Art Director & Copywriter: Jasper Cajilig
Art Directors: Neil De Luna & Joaquin Diaz
Copywriters: Ash Vidal & 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 Ja