Manila, Philippines – With the news that the Michelin Guide is expanding its reach to review restaurants in the Philippines, many restaurants–especially in the target places of Metro Manila and its Environs, as well as Cebu–are now vying to get the coveted Michelin Star recognition, which has been used commonly as a symbol of high quality-cooking.
Amidst all of this, Chinese hotpot brand 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.
In their latest campaign, 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.
Said campaign is done alongside Katok, the social media agency of GIGIL.
Following this, Jiang Nan announced this ‘recognition’ 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 views with zero media budget.
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