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Gordon Ramsay’s Food Stars

When Gordon Ramsay needs branding experts, he calls Flux. Ramsay brought the Flux team onto his new reality show “Food Stars” to help one of the final contestants hone their messaging strategy. We worked with Smart Cups, a company that’s developed a revolutionary technology for 3D-printing dry ingredients. The communications we crafted helped Smart Cups win the whole competition, earning them Ramsay’s $250,000 investment.

Client

Gordon Ramsay

Consumer

Smart Cups
  • Strategy
  • Position
  • Messaging
  • Photography

 

Food Stars

On “Food Stars”, Gordon Ramsay selects a group of up and coming food entrepreneurs who compete for his investment in their company. Each week, the contestants go through a series of challenges to show their business is the right choice– until there’s only one left standing.

Gordon Ramseys Food Stars Finalists
Gordon Ramseys Food Stars_ Strategy slides
Gordon Ramseys Food Stars Smart Cups Strategy 1
Gordon Ramseys Food Stars Smart Cups Strategy 2
Gordon Ramseys Food Stars Smart Cups Strategy 3
Gordon Ramseys Food Stars Smart Cups Meeting with Smart Cups

Strategy

After a deep dive into the Smart Cups brand, we found that their messaging focused too heavily on their first available product– energy drinks– rather than the revolutionary technology that made it possible.

Gordon Ramseys Food Stars Smart Cups SHow stil
Gordon Ramseys Food Stars Smart Cups Strategy 4

Our new communications strategy set out to change that. Smart Cups current message tagline was “Not a Cup”. We focused their messaging away from what they “aren’t” and onto what their technology is: sustainable, world changing, and first of its kind.

Gordon Ramseys Food Stars Smart Cups Strategy 5 1224x688
Gordon Ramseys Food Stars Smart Cups Strategy 16

Messaging

We created a bold set of messages to communicate the breadth of Smart Cups’ applications, effectively showing that this is so much more than a product–
it’s a game changer.

Gordon Ramseys Food Stars Smart Cups Mood Board

Identity

The current identity wouldn’t pop in the overcrowded CPG space. We developed a bold look that announced Smart Cups as a tech company, using bright colors, san serif fonts, and incorporating the hexagonal pattern printed on the bottom of their cups.

Gordon Ramseys Food Stars Smart Cups Pop Up 1

Environmental

To show the evolved brand to Ramsay, we designed signage and mock ads with the new look and messaging. With the messaging crystal clear and the bold, tech driven look, Ramsay was convinced.

Gordon Ramseys Food Stars Smart Cups pop up 2
Gordon Ramsey's Food Stars Winner Announced

Ramsay awarded Smart Cups his $250,000 investment and partnership. It’s proof that brands are more than just a pretty face– a strong brand truly builds value.