Campaign Media Awards 2008: Best Media and Entertainment Campaign

Title: Cookalong With Gordon Live
Media agency: OMD UK
Media director: Adam Skinner
Media planner: Sean Cannon
Creative agency: 4Creative
Creative director: Brett Foraker
Account director: Jo Potter
Account planners: Andrew Quin, Sam Turley (Michaelides & Bednash)
Client: Channel 4
Brand: Cookalong With Gordon Live
Marketing director: Polly Cochrane
Media/brand manager: James Walker

Britain is famously a nation that loves to watch cooking programmes and read cookery books, and then microwave a ready meal. Channel 4 sought to combat this with a new concept, featuring Michelin-starred chef Gordon Ramsay challenging the public to cook a three-course meal in under an hour. As well as promoting the show via a series of creative ads on-air, unusual tactics such as hiring 240 Ramsay lookalikes to distribute lists of ingredients in supermarkets were used. A "cookalong" viral was created so people could invite their friends to participate and the microsite invited participants to sign up, with an interactive map to show where people were participating from. In the end, the programme saw 4.7 million people tuning in, compared with an average of 2.2 million for that slot. Channel 4 has brought the programme back this year for a longer run.