The Filipino advertising agency GIGIL has recently gained international recognition for its marketing campaign for the Netflix show “Replacing Chef Chico.”
The campaign won gold and silver awards at the 2024 Clio Entertainment Awards.
The prestigious ceremony took place on November 14 in Hollywood, California.
GIGIL’s innovative approach to promoting the romantic kitchen series has helped position the Philippines on the global entertainment map.
The “Replacing Chef Chico” marketing campaign, created by GIGIL in collaboration with Netflix, featured an experiential installation called the “4DISH Pot.” This installation was set up at the Glorietta Mall in Manila and attracted public attention.
The creative execution allowed visitors to experience the feel of the series in a novel way. It quickly became a popular attraction, feeding into the show’s growing popularity.
The installation led to over 5.5 million views and 480,000 engagements across various social media platforms.
Additionally, the campaign generated significant press, valued at USD 144,500 in earned media. These achievements contributed to the “Replacing Chef Chico” series becoming a top performer on Netflix, reaching the No. 1 spot in the Philippines.
GIGIL’s success at the Clio Entertainment Awards included a gold award in the “Out of Home” category.
It also earned a silver award in the “Experiential and Activations” category. The awards recognize creativity and innovation in entertainment marketing.
