‘Replacing Chef Chico’ marketing ad sizzles at 2024 Clio Entertainment Awards

A proud Filipino achievement: The award-winning 4Dish Pot installation at Glorietta Mall, crafted by GIGIL for Netflix Philippines, brought “Replacing Chef Chico” to life with an immersive 4D experience, helping secure the Philippines’ place among the winners at the 2024 Clio Entertainment Awards

Philippine romantic kitchen series “Replacing Chef Chico” has stirred up the global entertainment scene after an all-Filipino marketing campaign earned gold and silver honors at the prestigious 2024 Clio Entertainment Awards on Nov. 14 in Hollywood, California.

Behind the campaign was the Filipino ad agency GIGIL, which secured a gold award in the Out of Home category and a silver award in the Experiential and Activations category for its “4Dish Pot” campaign that promoted the said Netflix Philippines’ series.

“This recognition highlights how immersive storytelling can create meaningful connections with audiences. We’re especially proud to elevate Filipino creativity to a global stage through this campaign,” said Jake Yrastorza, managing partner at GIGIL.

“Replacing Chef Chico” celebrates Filipino culinary heritage and drama, providing the inspiration to create the four-dimensional space (4D) campaign that featured its lead stars Piolo Pascual, Alessandra de Rossi, and Sam Milby, who appeared to have been “cooking” the dish kare-kare.

The 4Dish Pot installation at Glorietta Mall, created by GIGIL for Netflix’s Replacing Chef Chico, earned gold and silver at the 2024 Clio Entertainment Awards, immersing audiences in a groundbreaking 4D experience that celebrated Filipino creativity on the global stage and delivered impactful business results.

“This campaign allowed us to highlight the richness of Filipino cuisine and storytelling on a grand scale. We’re thrilled to showcase how Filipino creativity can connect with audiences worldwide,” added Yrastorza.

The campaign achieved remarkable results, garnering 5.5 million views and 480,000 engagements while generating USD 144,500 in media value. It also propelled “Replacing Chef Chico” to the No. 1 spot on Netflix Philippines, where it remained in the Top 10 list for six consecutive weeks. This campaign marks the streaming service’s first-ever 4D experiential activation.

Dubbed the “Oscars of entertainment marketing,” the Clio Entertainment Awards spotlight creative brilliance in film, television, live events, and gaming campaigns. And this year, GIGIL’s work for “Replacing Chef Chico” put the spotlight on the Filipinos.

“Replacing Chef Chico” follows Ella (de Rossi), a sous chef in a Filipino fine dining restaurant who becomes the head chef when the original head chef (Milby) falls into a coma. She works alongside the newly hired consultant (Pascual). Together, their task is to keep the restaurant from closing down.