Gordon Ramsay, everyone’s favorite surly British chef, will bring his signature personality and flair to spice up the customer experience of retailers across the country. Through a new partnership with TCC, a global marketing firm, a new deal will soon see the launch of a line of “Gordon Ramsay Gourmet” products, which will be used to reward consumers through a wide range of in-store loyalty programs.
The new exclusive four-year licensing deal comes after TCC struck an agreement with WWRD Group, which operates a number of iconic luxury home and lifestyle brands such as Waterford, Wedgwood, Royal Doulton and Royal Albert. Now consumers can visit these retailers to collect and redeem loyalty program points toward Gordon Ramsay Gourmet cookware, dinnerware, glassware and kitchen knives.
“The addition of Michelin-starred chef Gordon Ramsay further bolsters our portfolio of some of the world’s biggest consumer and entertainment partner brands,” said Richard Beattie, TCC CMO. “The Gordon Ramsay Gourmet range has been designed to bring the professional standards of the most demanding chefs into the kitchen at home and we believe that shoppers will go out of their way to collect them. We therefore look forward to working with our retail partners across the globe to create and deliver high impact Gordon Ramsay marketing campaigns that support their strategic priorities and grow sales.”
Prior to the Gordon Ramsay licensing agreement, TCC also leveraged a number of other exclusive entertainment partner brands such as Disney and 20th Century Fox.
So far this has been a very successful customer engagement strategy for TCC, which is on a mission to help retailers engage and reward shoppers with exclusive lines of branded products everywhere. Currently, TCC operates in more than 70 countries from 34 offices all around the world.
TCC organizes about 300 loyalty programs for food and nonfood retailers annually, and this has brought partners a significant amount of success. According to the data it has collected, the TCC states that loyalty programs result in a 4% average revenue increase within four to six months.