Media News: Tio Pepe to sponsor Ramsay's The F Word
Sherry brand Tio Pepe is to sponsor the second series of Gordon Ramsay show The F Word on Channel 4.
The Gonzalez Bybass-owned brand previously sponsored ITV's Hell's
Kitchen, but ended its association after two series. Ramsay was the
celebrity chef in the first series of the reality TV show; the second
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popular with viewers.
Tio Pepe will be the first sponsor of The F Word, with a package
covering all seven episodes of the weekly food show, which attracts an
average of 2.5m viewers, including broadcast credits on Channel 4 and
More4 repeats.
The deal puts broadcast sponsorship, and specifically its association
with food, back at the heart of Tio Pepe's marketing strategy. It is a
former sponsor of the Evening Standard restaurant awards.
Jeremy Rockett, marketing director at Gonzalez Byass UK, said: 'We're
sure the deal will lead to an uplift in sales and maximise our
investment in educating viewers about how Tio Pepe should be consumed -
chilled and perfect with a variety of food.'
The show includes regular features, such as Ramsay teaching his children
where meat really comes from. At Christmas, it received complaints from
viewers offended by scenes of Ramsay slaughtering the family's pet
turkeys in order to prepare Christmas lunch.
The deal was negotiated by John Ayling & Associates with Channel 4.
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