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Best Consumer Campaign 2005

Award Winner

Tio Pepe, Hell’s Kitchen

Tio Pepe’s sponsorship of ITV’s Hell’s Kitchen achieved the kind of results that would make even Gordon Ramsay smile. Sales increased by as much as 40% in some retailers and brand awareness rose from 36% to 52%. The initiative won Best TV Sponsorship of 2004 by Campaign magazine and the brand has enjoyed continuous growth since the event. In its 2001 relaunch the Tio Pepe brand was positioned closer to white wine and promoted as the perfect partner to good food. “Although the relaunch was well received,” according to marketing director Jeremy Rockett, “after three years of press advertising we saw only small increases in brand awareness.” It was decided that a more compelling campaign was needed, one that supported the brand’s strapline, “Good food tastes better with Tio Pepe”. The sponsorship of Hell’s Kitchen put Sherry back on TV for the first time in 15 years, which should benefit the whole category by bringing new consumers to the drink.

The Runner-Up 2005

In 2002 Adnams took the decision to move from local advertising in East Anglia to a more far reaching campaign, targeting consumers in London and elsewhere. The aim was to reach discriminating consumers in the 30-50 age range, people who seek authentic experiences and brands rooted in a sense of place.The result was Beer from the Coast, a poster and beer mat campaign based on iconic coastal images, expressing the Adnams values with a sense of space, relaxation, refreshment and enjoyment.

The Shortlist 2005

“Don’t stir nervously when you’re unsure what wine to drink with your stir-fry,” was the slogan. The Alsace campaign focused on promoting their wine with Thai food. The strategic campaign was focused on reaching the audiences at Chinese New Year and Diwali. There were 206 press cuttings about Alsace wines last year including cuttings devoted to food and wine pairing of Alsace wines with Asian or Oriental cuisine. Those in the know say all work and no Alsace wine makes a very dull meal.

With the Euro 2004 Football Championships due to take place, the mayor of Riga, the capital of Latvia offered the ancient status of Freedom of the City of Riga and a signed certificate to any Scot who could prove their support of Latvia.With Scottish Leader Blended Scotch Whisky, (owned by Burn Stewart Distillers) being the biggest selling whisky brand in the Baltic region, and Latvia being one of the fastest growing markets for Scotch whisky, the campaign was born.

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