Gallo announces F Word sponsorship

18 January, 2008

Gallo Family Vineyards is to sponsor the new series of Channel 4 food show, the F Word, featuring chef Gordon Ramsay.

The show, fronted by Ramsay, will return to screens in April for 10 weeks.

OLN understands that the sponsorship will form the central plank of Gallo's UK marketing campaign this year.

One source close to the deal told OLN the firm had initially been cautious about the move, expressing concern about Gordon Ramsay's frequent swearing on-screen.

Ads focusing on the Gallo Family Vineyard portfolio will appear at the beginning and end of the show and of each break. The brand will also sponsor the F Word clips and recipes on Channel4.com with advice on food and wine matching.

Jane Hunter, European marketing director at Gallo Family Vineyards, said: “This is a first for Gallo Family Vineyards and we felt that the time was right to support the brand in this way. We are really excited to be working with Channel 4 on developing an integrated campaign.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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