Ramsay stars in latest Gordon’s campaign

Fri, 3 Jul 2009 | By Russell Parsons

Ramsay’s starring role comes as the holding company behind his restaurant empire reports a near 90% drop in full-year profit.

A television ad, created by Agency Republic, shows Ramsay showered in ice, tonic and lime and concludes with strapline ‘The G in G&T’.

The TV activity, which breaks July 6, will be supported by transvision screens in over 16 train stations across the UK.

In addition, Diageo is to sponsor a 16 page weekly lifestyle and culture supplement to be given away free with The Daily Telegraph. “The Friday” will be available in print and online from August 7 for six weeks.

Meanwhile, accounts filed by Gordon Ramsey Holdings showed the chef’s restaurant business has been hit hard by the recession.

Pre-tax profit for the 12 months to August 31 was £383,326, down 87% on the £3m registered a year earlier.

Accounts filed also showed that Ramsay and his father-in-law and business partner, Chris Hutcheson invested £5m of their own money to stave off administration.

Ramsay has been an ambassador for the Gordon’s brand since 2007, in a number of TV, digital, print, outdoor campaigns.