Campaign: Food and Drink - Sherry should not 'just be for grannies'

Campaign: The Art of Good Taste
Client: Tio Pepe
PR team: Phipps PR
Timescale: May-July 2009
Budget: £80,000

Tio Pepe wanted to shift the perception of sherry being a 'drink for grannies' and position the drink as a must-have for those 'in the know'.


- To drive awareness and create a buzz among a younger, foodie audience

- To educate consumers on Tio Pepe and food matching

- To engage brand ambassadors relevant to the target audience.

Strategy and plan

The Phipps PR team created Art of Good Taste, an online reference tool and one-stop shop for food and drink. The team worked with renowned fans of Tio Pepe and experts from the food and drink industry to provide content for the guide, including chef Mark Hix, entertainment guru Lorna Wing and restaurant critic Charles Campion. The guide was launched on and offline alongside a masterclass for consumers run by the guide experts in the style of food and drink speed dating.

Measurement and evaluation

More than 50 pieces of coverage appeared. In total 80 per cent of coverage was online.


Ticket requests for the masterclass were so high the event could have been filled ten times over. The brand was exposed to a new audience of key food bloggers and influencers.

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