Checkers, a large South African retail brand, has worked hard to improve their premium meat range. In an effort to support this and 'announce it' to the customer, Checkers partnered with Gordon Ramsay (who currently holds 12 Michelin stars). Gordon Ramsay, backed by research as the most credible food critic, helped to demonstrate the confidence Checkers have in their premium meat range and reinforces this in the eyes of the public through this campaign that ran on TV, POS, digital and print. The general design and layout of ROPs were 'refreshed' to create appetite appeal and showcase the various cuts. 

It was such a successful campaign that we extended it a year later, by bringing Gordon Ramsey and South African singer, songwriter and entertainer, Nataniël le Roux together on screen, focusing on Checkers premium meat, cheese and wine offerings in an entertaining and informative way. This approach allowed Checkers to stand out from other retailers, speaking to existing and customers who might not have considered Checkers as a retailer for quality products.