Skip to main content

Reality TV Show Integration Fires-Up Serious Sales

The Challenge

To launch their new Stonefire Flatbread, FGF Brands wanted to develop a brand experience that would connect with foodies and moms. They needed to create a big appetite for their brand in the USA and increase new retail distribution.

The Solution

Our big idea was to make Stonefire flatbread the first-ever food product featured on the hit reality TV show ‘Hell’s Kitchen’. Convincing them was not easy. But we don’t take no for an answer. After battling through a village of FOX TV and iTV producers, directors, and even Gordon Ramsay himself, Stonefire Flatbread became the first food product featured on the show.

The integrated marketing campaign strategy consisted of on-air product placement and chef’s challenge, and an off-air Hell’s Kitchen Chef’s Challenge Tour across every major US city. The tour included a digital contest that inspired consumers to enter their personal recipe for a chance to win an all-expenses-paid VIP trip to Hollywood.

The Results

The campaign amplified brand awareness to over 50,000,000 foodie consumers, opened 1,500 new retail channels and increased anticipated sales by a whopping 28%. The digital contest inspired over 123,000 fans to enter their personal recipes for our VIP trip to Hollywood, and the off-air Hell’s Kitchen Chef Challenge Tour sold out of product in every market.

I wish all suppliers were this good. Highly recommend MOUSE Marketing in terms of creativity, innovation, and execution at the highest level.
Linda Martin

Head of Marketing and Forbes Business Coach

Brand impressions
Contest recipes submitted
New retail channels generated
Retail sales increase