Leading Californian wine maker Gallo Family Vineyards is to sponsor the new series of the F Word on Channel 4.
The show, which airs on Fridays at 9pm, will see Gordon Ramsay invite the nation to cook along with him live in their kitchens. It forms part of Channel 4's current Big Food Fight season.
This is the brand's first UK sponsorship deal. The Gordon Ramsay-fronted show, the F Word, kicks-off on Channel 4 in April and will span ten one-hour episodes. Each programme will blend celebrity interviews with recipe-based challenges. Gallo Family Vineyards will also sponsor the F Word clips and recipes on Channel4.com and will be developing bespoke food and wine pairing advice for viewers of the show. In addition the brand will sponsor the show on C4+1, More 4 and download service, 4oD.
Jane Hunter, European marketing director at Gallo Family Vineyards, said: “This is a first for Gallo Family Vineyards and we felt that the time was right to support the brand in this way. We are really excited to be working with Channel 4 on developing an integrated campaign.”
The F Word sponsorship will be a continuation of the “Together is Better” campaign which broke in 2007 with outdoor and print advertising. New creative has been developed specifically for this TV sponsorship to focus on Gallo Family Vineyard's portfolio of rose, red and white wines.
The sponsorship package means that Gallo Family Vineyards bumpers will appear at the beginning and end of each show, as well as in spots at the beginning and end of each of the three breaks.
Jane Hunter concludes: “The “Together is Better” campaign of 2007 was hugely successful and has helped to build associations with entertaining, getting together and Gallo Family Vineyards wines.
We want to create emotional resonance with consumers by linking with the idea of having a great time with family and friends. Going onto TV as part of a sponsorship will help build awareness of the brand, while also reinforcing those emotional connections.”
Media planning was by Drum PHD and creative by Lunar BBDO.
Want more stories delivered to your inbox?
