Tio Pepe: Hell's Kitchen Sponsorship

Think of sherry and you think of vicar's garden parties and your Great Aunty Doris having a tipple. No wonder sales had been declining dramatically since the mid seventies!

Tio Pepe wanted to shift perception amongst consumers and develop a new long-term positioning....'Tio Pepe makes great food taste better'.

With only a modest budget our client had considered TV to be out of the question - until we identified the Hell's Kitchen opportunity. Gordon Ramsay and Hell's Kitchen provided Tio Pepe with the ideal 'good food' positioning platform.

We negotiated an exclusive sponsorship package for Tio Pepe and were able to leverage the property against the trade by inviting key buyers to dine at Hell's Kitchen. This opened a lot of doors for Tio Pepe and the trade responded very well. So did consumers.

While overall sherry sales went down 8%, Tio Pepe sales rose 17% yoy. Substantial shifts in awareness and brand perception were also created. 42% of those aware said they would like to 'try Tio Pepe with a good meal'. The sponsorship package subsequently won the Drinks Business Consumer Campaign of the Year Award.

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