The F Word was back for a second series with Gordon Ramsey fronting the ultimate food lovers magazine show.

Channel 4 were looking to use format advertising on the transmission date to inform and remind the site visitor of the new F Word series. We created an online ad campaign that worked alongside and complimented the ATL work.

The objectives included positioning The F Word as a ‘must-see’ programme, to build on the success of the first series and promote the TX information. The creative let people play with the fascinating slow-motion sequence of the food being destroyed.Target audience: ABC1 25-44 year olds with a skew towards women