| Title | MENUS |
| Brand | SENTRO GROUP |
| Product / Service | CHATEAU 1771 GROUP OF RESTAURANTS |
| Category | A06. Self Promotion |
| Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Design/Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andrew Petch | Ace Saatchi & Saatchi Manila | Executive Creative Director |
| Carl Urgino | Ace Saatchi & Saatchi Manila | Head of Art |
| Aste Gutierrez | Ace Saatchi & Saatchi Manila | Copywriter |
| Biboy Royong | Ace Saatchi & Saatchi Manila | Art Director |
| Andrew Petch | Ace Saatchi & Saatchi Manila | Copywriter |
| Carl Urgino | Ace Saatchi & Saatchi Manila | Art Director |
| Carol Arellano | Ace Saatchi & Saatchi Manila | Account Head |
| Raffy Parcon / Norbert Pineda | Ace Saatchi & Saatchi Manila | Account Manager |
| Rodel Quitain / Dennis Obien | Ace Saatchi & Saatchi Manila | Producer |
The key objective was to get noticed. So we thought there's definitely one thing in a restuarant that people always pay full attention to - The Menu. So we thought we'd use our Menus as our advertisements. Only rather than promote our food we promoted the philosophy the restauarant upholds - 'real sophistication' not pretense.
Patronage at Manila's finest dining restaurant group, Chateau 1771, was at its lowest ever, due to the influx of fine-dining restaurants. Chateau needed to reinforce the impression that Chateau 1771 is the only one with real sophistication.
The final designs were based on the 'illustrations' covering the walls inside.
In the first week of implementation, phone inquiries rose and reservations rose 200%. Walk-in traffic increased by 60% also. And after just one month, table occupancy was up 165%—their highest in three years.