Gordon's and Gordons

Gordon’s Gin was in a slow but steady decline, with the market being flooded with quirky competitors with funky packaging and unusual serving suggestions. Gordon’s wanted to encourage infrequent gin drinkers aged 35-44 to choose Gordon’s over the competition.

Gordon’s recognized that the target audience’s lives were focused around the home. They love entertaining and were ambitious hosts. Gordon’s decided to get food experts to endorse Gordon’s Gin and tonic as the perfect start to a meal. The obvious and most ambitious food expert to target was chef Gordon Ramsay.

Gordon’s approached Gordon Ramsay Holdings to secure the rights to his name in a partnership that would span a wide range of platforms, ending years of traditional TV- led approaches. The campaign included sponsorship of Ramsay’s Kitchen Nightmares on Channel 4 and More 4, a poster campaign, a national press campaign and sponsorship of the Gordon Ramsay’s Scholar Award (in association with BBC Good Food Magazine). Gordon’s also produced a Gordon Ramsay ‘how to’ DVD for customers and trade as well as pouring rights for Gordon’s Gin in all Gordon Ramsay restaurants.

The campaign reached over 90% of the target audience. All key Millward Brown brand image measures were increased: with “best gin” up 11%, “worth paying more for” up 32% and “best tasting gin” up 44%. Sales of Gordon's Gin grew 6% year-on-year, while the total gin category stagnated, declining by 1%.