Rosemount Estate wines has teamed up with legendary Chef Gordon Ramsay, the fiery personality and host of the hit FOX show “Hell’s Kitchen” in a broad-based national promotional effort.
The program, titled “Ramsay’s Rules for Pairing,” couples Ramsay’s gourmet recipes with Rosemount’s portfolio of wines. Catapult Marketing is handling the yearlong program, which runs through June 30, 2010 and includes seasonal windows for holiday and spring.
As part of the deal, Rosemount is sponsoring seasons six and seven of “Hell’s Kitchen” through product placement on the show, retail promotions and online components to reinforce the relationship between the TV show and the wines.
During episodes of the show, the full line of Rosemount wines, including its signature Diamond Label Shiraz, will be prominently featured.
At retail, exclusive recipes developed by Gordon that pair food with wine will be available for free to shoppers during key seasonal periods. P-O-P materials support the program.
Online, recipes and Rosemount product information will be available.
In select markets, consumers will have a chance to win tickets to a show taping and trade programs will support these efforts both on and off premise.
“Rosemount was looking for a high-profile partnership to reach its target demographic,” Matthew Jonas, president of Catapult West said in a release. “In these uncertain economic times, more consumers are opting to stay in but want their meal occasions to be meaningful. Given the surging popularity of cooking shows, the opportunity with Chef Ramsay and Hell’s Kitchen gives Rosemount a great vehicle to connect with consumers while also generating buzz among the trade and traffic for retailers.”
Some 39% of all U.S. households watch TV cooking shows, according to Beth Hammond, brand manager for Rosemount Estate.
Catapult was named Promo’s 2009 agency of the year. It ranked No. 32 on the 2009 Promo 100 with $28.5 million in 2008 U.S. net revenue.
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