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Tio Pepe

Tio Pepe. A sponsorship case study Good food tastes better with Tio Pepe and… in Hell’s Kitchen. Background. Tio Pepe, the dry fino sherry from Gonzalez Byass, sponsored the first series of Hell’s Kitchen on ITV1 and ITV2 from 23rd May to 6th June 2004.

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Tio Pepe

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  1. Tio Pepe A sponsorship case study Good food tastes better with Tio Pepe and… in Hell’s Kitchen

  2. Background • Tio Pepe, the dry fino sherry from Gonzalez Byass, sponsored the first series of Hell’s Kitchen on ITV1 and ITV2 from 23rd May to 6th June 2004. • The sponsorship package included broadcast credits, online, SMS and PRTS, licensing and off-air marketing opportunities. • Award-winning Tio Pepe is the only Fino ever to have achieved two Gold Medals at the International Wine Challenge and has since enjoyed a surge in popularity and a new found-fashionability.

  3. The Objectives • To drive sales of Tio Pepe • To increase consumer awareness of the product • To target a young audience • To increase shelf space of product • To provide hospitality to buyers from key retailers

  4. Campaign Details • Broadcast sponsorship of all coverage on ITV1 and ITV2 with the strapline “Good food tastes better with Tio Pepe” • ITV1 branded promotional trailers • Website activity on itv.com/hell • Tio Pepe branding on masthead across the site • Integrated content button to promote competition • Tio Pepe branding on video popup window • Quizine competition – flash based quiz where users had to complete three courses (starter, main and dessert) – prize draw for dinner at Gordon Ramsay’s • Premium Rate Telephone Service (PRTS) and SMS voting and competition. SMS bounceback messages were branded ‘Thanks for your vote in Hell’s Kitchen, sponsored by Tio Pepe.’

  5. Results • Within three days of going on-air Sainsbury’s offered Tio Pepe more prominent shelf space and by the end of the two-week series, sales were up 30%. Sales in Tesco jumped 40%. • Nearly half of those aware of the sponsorship (42%) said they would like to try Tio Pepe with a good meal. Viewers also agreed that Tio Pepe is ‘becoming more popular’ and is a brand with a ‘strong link to good food’*. • Website www.itv.com/hell – approx 1.4m page impressions, 270,000 unique users. • Competition entrants to game and competition – 45,000 game entries and 21,000 users, approx 17,000 unique users. • SMS/phone votes – Tio Pepe varied branding over 1.2m votes across series. • Web competition – Tio Pepe branding and promotion on over 450,000 phone/SMS competition entries. Text to screen – Tio Pepe branding on over 70,000 messages. • Tio Pepe is up 16% in volume in a sherry market that is down 6%**. • Tio Pepe have returned to sponsor the second series of Hell’s Kitchen and are sponsoring the Interactive element for the first time. **SOURCE: (AC Nielsen to May 15 2004) *SOURCE: IPSOS UK

  6. Testimonial “The value of air time we got was three or four times the money we spent on the sponsorship” Jeremy Rockett, UK Marketing Director, Gonzalez Bypass (The Times 2004) “The show was a great fit and the ratings exceeded our expectations – particularly as we were targeting a young audience. Within three days of going on-air Sainsbury’s offered us more prominent shelf space and by the end of the series, sales were up 30%” Richard Cox, Account Director, John Ayling & Associates (Tio Pepe’s Media Agency)

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