New ad campaign for Gordon's

Diageo is launching a £3.5m marketing campaign for Gordon's gin, extending the brand's partnership with Gordon Ramsay.

The campaign includes press, outdoor, digital and poster advertising, which will begin on September 1 and run until June 2009. It also involves sponsorship of the new series of Ramsay's Kitchen Nightmares.

The print and outdoor adverts will feature quotes from Gordon Ramsay such as "I always leave a tip, serve Gordon's" and "My tongue might be sharp, but my gin isn't".

The new Gordon's activity forms part of Diageo GB's 'Raise Your Spirits' campaign, which aims to help licensees unlock the potential of the spirits category.

Diageo GB gin marketing manager Kathy Sawtell said: "We're extremely pleased that we can continue our partnership and hope that the new campaign will help to build on the success of last year whilst creating additional sales opportunities for pubs and bars."

However, according to Nielsen data, the volume of Gordon's sold in the on-trade in the year to May declined seven per cent.