Called Seriously Good, Ramsay’s range of sauces was aimed at providing a steady stream of funds for the charity. The range is available in all the major supermarkets in 2009, which sees 10p from each jar sold go to Comic Relief’s causes.
Fallon, which has previously worked with Comic Relief on an online project, was appointed following a competitive pitch. The agency created a tongue-in-cheek TV campaign featuring the TV chef.
The light-hearted TV ad saw Ramsay as a spokesman for the charity range appearing as a talking head on the labels of a range of the sauces during a shopping trip.
Each time he tries to explain how the “Seriously good sauces are for a seriously good cause” he is cut off by a series of incidents, such as a shopper throwing a chicken in the cart on top of a Ramsay sauce, a dog licking the side of a jar and Ramsay being thrown into a rubbish bin.
This story first appeared on pitch