As well as TV and digital executions, cross-promotional placement will see ICBINB feature across Ramsay’s culinary universe, including his Idiot Sandwich YouTube show, as well as on Next Level Chef and its digital companion show Next Level Kitchen.
An ICBINB dedicated cooking site will launch too, featuring recipes from Ramsay such as grilled corn ribs and spicy chicken pasta.
“This isn’t [just] a celebrity brand campaign,” said Osminkina Jones. “Gordon is a big part of our reinvention ecosystem, and we’re reimagining what ICBINB will mean for future generations.”
A GLP-1 shift
Part of this reinvention is geared towards users of GLP-1 drugs, with Americans spending $40 billion on the appetite-suppressing drug in 2024, according to Grand View Research.
By 2030, that figure is projected to triple, and it could soar even more thanks to a daily pill alternative currently being rolled out by Danish pharma giant Novo Nordisk.
ICBINB joins Danone and Nestlé in developing products and marketing strategies to cater to people who are eating less but asking more of their meals.
“It’s no longer a trend, it’s a shift that’s here to stay,” said Osminkina Jones. “As a brand that catered to health for many years, we’ve made it our personal responsibility to deliver the product that is most relevant.”
As ICBINB passes the torch from Fabio to Ramsay, the goal is to make it the go-to spread for health-conscious home chefs, said the CMO. This is just the start of a long-term platform built to spark conversation and ultimately drive strong sales.
