The campaign reached 90% of the target audience and achieved some quite phenomenal results. All Millwood Brown brand image measures were up in excess of +10%. Key measures went through the roof: “Best Gin” was up 11%, “Worth Paying More For” was up + 32% and “Best Tasting Gin was up +44%”. Spontaneous Recall of Kitchen Nightmares sponsorship was 9% - a Channel 4 all-time record. The most-important result though was the positive impact on business: Sales increased by +6% yr-on-yr (Source: Diageo Sales Data) in a declining market. As a result, Diageo boosted their investment by 40%.

In an unprecedented move for a media agency, we approached Gordon Ramsay Holdings direct and negotiated an incredibly complex, multi-faceted partnership. We ensured this big idea was amplified across many platforms, delivering for the consumer, the brand and the business. We sponsored Ramsay’s Kitchen Nightmares on Channel 4 and More 4 and launched the campaign with iconic posters. National press ads focused on his culinary expertise, adding depth to the campaign messaging. Online, Ramsay recommended the Gordon’s Sloe Gin variant (Gordon’s “softer side”) and became the star of a new Gordon’s Gin website. We sponsored the “Gordon Ramsay Scholar Award” at the BBC Good Food Show event and inspired the trade in 8,000 pubs with a Gordon Ramsay “How To Pour the Perfect G&T” business tips DVD. Gordon’s Gin was poured in all of Ramsay’s restaurants and all the paid-for activity was supported by fantastic trade and consumer PR.

Gordon’s Gin was in long-term decline. The competition had boosted their ad-spend, updated their packaging and now came with unusual serving-suggestions. Our task was to get infrequent gin drinkers to choose Gordon’s again, by convincing them that “Gordon’s is the best gin” (Millward Brown). Our target was upmarket parents aged 35-44. Though their social lives had become focused within the home, they loved entertaining and were ambitious hosts – always looking to serve the best food and drink. They had Michelin stars in their eyes. This presented a real opportunity for us, as all good chefs know that G&T makes a great palate-cleansing aperitif. Our strategy was to find a food expert powerful enough to convince these discerning consumers to choose Gordon’s and Tonic as their aperitif. To make Gordon’s the best gin again, we aimed for the world’s best chef. We asked Gordon Ramsay to be Gordon’s brand ambassador.