Integrated Online Campaign: Alcoholic Beverage: Catapult Action-Biased Marketing; Rosemount Estate, "Ramsay's Rules of Pairing"
Rosemount Estate, "Ramsay's Rules of Pairing"
In a tough year for wine, Rosemount leveraged recommended seasonally appropriate pairings of gourmet recipes and its sophisticated-but-affordable wines from chef Gordon Ramsay, star of Fox's hit "Hell's Kitchen" reality show, across digital and traditional channels. In-show product integration, cooking demos in stores and restaurants, happy hours held during the show's airings and in-store displays/POS were supported by online elements including additional recipes/wine pairings (also available via mobile alerts), entertaining tips and a party-hosting e-vite from Ramsay. Results: double-digit national sales gains and a 1,000% leap in display activity in key markets in the campaign's initial stages alone.