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‘Knock Out the Fat’
UK Launch of George Foreman’s Grilling Machine
for Salton Europe, 2001 |
Planning and Research
In August 2001 we launched George Foreman’s Lean
Mean Fat Reducing Grilling Machine (LMFRGM) in the UK.
The campaign was to educate the
public about Foreman’s legendary status - not
only as a world champ boxer but also as the healthy-lifestyle
champion behind the grill.
Target Audience: All social groupings
therefore had to be targeted.
Results Highlights
Print: Targeted health features appear in Express and
Mail, reviews in The Guardian, Independent, The Mirror
3AM Girls.
TV: Jonathan Ross Show (repeated), Grandstand Xmas special,
Big Breakfast, Sky News, London Tonight, BBC Newsroom
SE, Carlton Food Network, Shop TV, QVC.
Radio: Steve Wright Show, Call Nick Ross, Radio 1 Newsbeat,
Talksport, Regionals
Evaluation
- Grill instantly established as No 1 selling small
kitchen appliance in UK - a title it has held for
12 months since launch
- 250,000 grills sold in period between launch and
Xmas day
- 1,000,000 grills sold six months later by
April 30th
- Total Advertising Value equivalent £2,972,914
in
just six months
- Opportunities to see 51,850,365
- Client agreed that Foreman has been
successfully established as a household name
paving the way for Foreman range of products to
be released onto the UK market
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