We decided to create a union called the The Retail Operatives Institute (ROI for short), coincidentally ROI also stands for Return on Investment. This union would run a campaign of press ads and letters, and create a website to tell people of the effect that TEQUILA\Manchester's work was having on sales. The union had got involved because our work was creating dramatic sales increases and the ROI's members (shelf stackers and till operators) could not cope with the demand. Therefore the Union was advising marketing managers not to use TEQUILA\Manchester.

The campaign was a great success, generating leads that resulted in the agency hitting its new business target well ahead of schedule.