The push, through Arc, features Ramsay in the business fixer role he adopts in his TV show Ramsay's Kitchen Nightmares, which Gordon's sponsors. Outlets that sign up for the Demand for Perfection programme will receive a series of communications via email and direct mail.
Marketing material features Ramsay's advice on how best to make the establishment enticing to customers.
A consumer facing promotion is also running in the on-trade featuring POS and a gamecard mechanic that offers the chance to win a copy of Ramsay's Fast Food book.
The Diageo brand is also using its link with Ramsay on its website, where the chef demonstrates how to pour a perfect G&T. He has also appeared with Gordon's at Good Food Shows around the UK, including the Birmingham show this month (November) where Ramsay Scholar Award students will be cooking and running gin master classes.
Diageo is backing Gordon's with a £4m advertising spend this year. An on-pack promotion is lined up for next year.
Drinks brands are increasingly aligning themselves with food as bars become more aware of its importance in the aftermath of the smoking ban.
Marketing material features Ramsay's advice on how best to make the establishment enticing to customers.
A consumer facing promotion is also running in the on-trade featuring POS and a gamecard mechanic that offers the chance to win a copy of Ramsay's Fast Food book.
The Diageo brand is also using its link with Ramsay on its website, where the chef demonstrates how to pour a perfect G&T. He has also appeared with Gordon's at Good Food Shows around the UK, including the Birmingham show this month (November) where Ramsay Scholar Award students will be cooking and running gin master classes.
Diageo is backing Gordon's with a £4m advertising spend this year. An on-pack promotion is lined up for next year.
Drinks brands are increasingly aligning themselves with food as bars become more aware of its importance in the aftermath of the smoking ban.
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