Posted: Wed Feb 06, 2008 8:44 am Post subject: Promotional staff
PRESS RELEASE – 21ST JANUARY 2007
Gordon Ramsay Clones Pop-Up Nationwide
On Thursday the 17th of January, Blazinstar’s staffing division implemented a nationwide road show for MandB on behalf of Channel 4. Staff Warehouse provided ‘Gordon Ramsays Clones’, who enticed supermarket shoppers to Cook Along LIVE. on Channel 4 the following evening. This experiential element was a key part of the integrated campaign, which included TV radio and print advertising. 50 nationwide Sainsbury’s, Asda and Morrison’s supermarkets were involved in the brand experience. 200 brand ambassadors positioned nationwide, were wearing chef whites and a Gordon Ramsay mask. They displayed the ingredients and distributed the Ramsay recipe list in preparation for the show on Friday night.
The objective behind the experiential channel was to encourage purchase of the ingredients and to promote participation in Cookalong LIVE. The main ingredients that were required for the tantalizing cooking challenge (including scallops and steak) sold out in an overwhelming number of supermarkets nationwide, following a reported ‘shopping frenzy’. Needless to say, the viewing figures that resulted were far above average, totaling 4.4m. A first in interactive experiential TV for Channel 4, though judging by the success of Gordon’s Cookalong, it won’t be the last.
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