Burkitt DDB creates idents for Tio Pepe TV sponsorship

Burkitt DDB has created a series of idents for Tio Pepe's sponsorship of Gordon Ramsay's new television series, Hell's Kitchen.

Ads for the Gonzalez Byass-owned drinks brand will launch during the ITV1 and ITV2 celebrity reality show on 23 May.

It follows the brand's sponsorship of the ITV London Restaurant Awards in March and forms part of its positioning as the drink of choice among people who enjoy good food.

The 15-, ten- and five-second executions all aim to highlight Tio Pepe's credentials as an appetite stimulant that enhances the taste of food.

They all focus on the benefit of drinking the product and imply that certain foods are missing something without it.

One 15-second ident features the drink being poured into a glass, with the voiceover: "King prawns without Tio Pepe? That would be hell." Another uses the line: "Salmon kebabs without Tio Pepe? What would the chef say?"

All use the strapline: "Good food tastes better with Tio Pepe."

Catriona Brady, the Tio Pepe account director at Burkitt DDB, said: "Tio Pepe is not a product on all consumers' shopping lists at the moment, so with this sponsorship we are reaching out to a mass audience and educating people about what it is."

Jeremy Rockett, the marketing director of Gonzalez Byass UK, said: "We're delighted at the opportunity to sponsor this new television series featuring the UK's most celebrated chef and to showcase Tio Pepe alongside what promises to be great food."

The idents were written and art directed by Jon Canning. The sponsorship deal was negotiated by John Ayling & Associates.

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