A key element of success was being involved from preproduction stage. This allowed communication elements to be well scripted and woven in rather than bolted on. We developed major elements including commercials using show talent, in programme "episodes" weaving the brand benefits into the development of each business, POS branding within all restaurants, a merchant promotion, co-branding on all pre-promotion, a consumer and merchant website, a consumer dining promotion and use of restaurant for client entertainment.

Unaided awareness grew from 3% to 10%, aided recall scored 73%, the highest in eight years. Brand familiarity grew from 2% to 11%, and 27% of those aware of the sponsorship had a better opinion of DCA as a result. 69 potentially lucrative merchant leads were created. DCA estimated a 500% return on marketing investment.