Ten Star Tapas

• Summer 2003 launch of a campaign to re-invigorate an under-performing category
• Major endorsement deal via a world-first collaboration of eight leading chefs, with ten Michelin stars between them
• Calls to action via specially built website (TenStarTapas.com) plus partnerships with Observer Food Monthly, Simply Travel and leading retailers
• Early coverage includes major broadcast pieces on Channel 5, UK Living and BBC radio, together with print features in The Sunday Mirror, The Evening Standard, The Telegraph, The Guardian, Metro and OK! - plus extensive regional coverage
• In six months, 71% reach of total UK AB consumers, with a frequency of over six times per adult (Source: Metrica)
• Coverage valued at £3.8 million (Source: Metrica) in corresponding period.