Mars Believe A chocolate bar changing its name to Believe to coincide with the World Cup was hardly headline-grabbing stuff. And set against a competitive backdrop of official sponsors, World Cup bandwagonry and anti-England fans, JCPR's task was clearly no run-of-the-mill ride. By creating an interactive brand experience supported by ex-England heroes and a series of brand-leading executions such as the world-first synchronised "Believe-athon", JCPR's campaign generated 185 pieces of media coverage and reinforced MARS' fame and stature. Most importantly, it created relevance, visibility and uniquely struck a chord with the nation. MARS brand manager, Jacqui Thomas, said "JCPR's campaign set a Gold Standard for all Masterfoods campaigns." Mars Delight The launch of Mars Delight in 2004 marked the biggest count line innovation from Masterfoods in over 10 years. The launch of the chocolate product coincided with a nationwide media frenzy around the issue of obesity. JCPR was in the unique position of implementing a high profile launch strategy which they had spent two years planning and concurrently activating an effective crisis management plan. The launch strategy priorities focused equally on trade and consumer media. The objectives were to drive distribution for trade and to create product awareness for consumers. In launch year, Mars Delight won Product of the Year Award 2004; Asian Trader Brand of the Year Award and the Gold Medal for Grocery Brand of the Year Award. Sherry Institute of Spain JCPR has been leading the sherry revolution in Britain since 2003. Riding the Iberian Tiger and the resurgence of Tapas cool, JCPR has begun to return Sherry to its rightful place as one of the world's great wines. Case sales of sherry passed the 2 million mark for the first time in 20 years in 2005, while Tesco reported a 15% sales uplift and Threshers increased their sherry facings from 4 to 15. These facts, together with £8 million of coverage at AVE in three years, are just a few of the campaign's notable successes to date. The JCPR campaign for sherry also boasts a true world first - the world's first ever Ten Michelin Star Menu - ultimate Tapas, with each dish matched to a specific sherry style, created by a galaxy of stellar chefs, with ten Michelin stars between them. Gordon Ramsay, Heston Blumenthal, Marcus Wareing and several others are all firmly established as terrific Sherry ambassadors but, more importantly, they speak as real fans too.