Digital & Direct: Direct choice - Gordon's

Linking the two Gordons - Ramsay and Gin - is a powerful idea. The chef has impeccable foodie credentials; this and his ridiculously high profile make him a great advocate for the brand. Through his screen persona, it's easy to feel we have a relationship with him, so allowing him into our homes via this pack feels comfortable. We're used to his advice, so his recipes for cocktails and the perfect party (fuelled by Gordon's) are welcome.

However, allegations of his infidelity at the end of last year highlight the danger of celebrity endorsement. Today's blue-eyed boy can become tomorrow's monster. Yet, somehow, Ramsay gets away with it. I guess it's not as if his image was whiter than white anyway, which means he doesn't have so far to fall - and is, therefore, a safer bet for linking with a brand.

All in all, though, this mailer works well. The branding and brand values are impeccable throughout, the envelope is enticing, the ideas served up are great, and there are some really nice touches in terms of personalisation. Make mine a double.

Agency: TMW.

This article was first published on Marketing