George Foreman Grill for Salton Europe

Consumer PR and Product Launch campaign: ‘Knock Out the Fat’ – The UK Launch of George Foreman’s Grilling Machine for Salton Europe

In August 2001 we launched George Foreman’s Lean Mean Fat Reducing Grilling Machine (LMFRGM) in the UK. The campaign was to educate the public about Foreman’s legendary status – not only as a world champion boxer but also as the healthy-lifestyle champion behind the grill.

Results Highlights: Print Targeted health features appear in Express and Mail, reviews in The Guardian, Independent, The Mirror 3AM Girls. Television Jonathan Ross Show (repeated), Grandstand Christmas special, Big Breakfast, Sky News, London Tonight, BBC Newsroom SE, Carlton Food Network, Shop TV, QVC. Radio Radio 2 Steve Wright Show, Radio 5 Nicky Campbell, Radio 1 Newsbeat, Talksport, Regionals.

Results: Grill instantly established as No. 1-selling small kitchen appliance in UK – a title it held for a year; 250,000 grills sold in period between launch and Xmas day; 1m grills sold in the six months after launch.

Evaluation: Total Advertising Value equivalent £2,972,914 in six months; Opportunities To See 51,850,365.

Salton Europe agreed that Foreman has been successfully established as a household name paving the way for Foreman range of products to be released onto the UK market.