A sponsorship case study

1
Tio Pepe

• A sponsorship case study
• Good food tastes better with Tio Pepe and in
  Hells Kitchen

2
Background

• Tio Pepe, the dry fino sherry from Gonzalez
  Byass, sponsored the first series of Hells
  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 Ramsays
• Premium Rate Telephone Service (PRTS) and SMS
  voting and competition. SMS bounceback messages
  were branded Thanks for your vote in Hells
  Kitchen, sponsored by Tio Pepe.

5
Results

• Within three days of going on-air Sainsburys
  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 Hells 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 Sainsburys 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 Pepes Media Agency)