Ramsay puts SA supermarket to the test
IOL Lifestyle - Oct 30th 2012, 08:02
Celebrity chef Gordon Ramsay has put a local supermarket chain and their butchery to the test.
Chosen because of his reputation as the world's toughest food critic, Ramsay appears in a new Checkers' advertising campaign, endorsing their premium meat ranges.
A press release says that the famous British chef, known for his no-holds-barred attitude when evaluating food and chefs alike, has put Checkers' meat through its paces.
Checkers has worked hard to improve their premium meat range and the South African giant's partnership with Ramsay, who currently holds 12 Michelin stars, demonstrates the confidence they have in their offer.
The decision to use Ramsay was backed by research to find the most credible food critic in the eyes of the public.
Neil Schreuder, marketing director of Checkers, said: “We worked incredibly hard to make our butchery offer world-class, and to have someone of Gordon's calibre endorsing our range is an absolute privilege.”
The first of the two TV adverts will be appearing on the Checkers Facebook page on 19 October prior to the TV launch on 22 October.
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