A poll on popular competitions and shopping website http://www.shoppersbonus.com.au has found that 37% of their members have a lesser opinion of Gordon Ramsay than they did prior to the recent scandals.
Editor and competitions specialist, Craig Seitam, conducted the survey to test the reaction of online shoppers to Gordon Ramsay as a brand.
Craig commented, “Gordon Ramsay is big business, with huge female appeal. I was fascinated to see if his negative press would have an impact on the way that people feel about him.”
ShoppersBonus.com.au has over 12,000 members, 92% are women and the majority are aged 25-50.
The survey question was “Has the latest scandal/s changed your opinion of Gordon Ramsay?”
Results (from 640 respondents) were as follows;
- 4% like him a lot more
- 0% like him slightly more
- 59% had no change in opinion
- 14% like him slightly less
- 23% like him a lot less
According to Craig, the results were difficult to call. “A couple of years ago we ran a poll on favourite celebrity chefs and Gordon ranked 1% and Jamie Oliver won by a landslide. Since then, Gordon has become an institution and I admit to being a huge fan.”
Although the majority of respondents did not shift their opinion, Craig is interested in the 37% that now like him either slightly or a lot less. “Our members are everyday people, and to have over a third lower their opinion would in most cases be of huge concern to a brand owner.”
Craig is unsure whether the findings will have a negative impact on Ramsay’s commercial interests. “Gordon is a controversial character, and like a car crash he’s difficult not to watch.”
Craig Seitam is a Competitions Specialist and owner and editor of competitions & offers website http://www.shoppersbonus.com.au . Craig is also author of "Competitions - The Book" which is available online at ShoppersBonus.com.au and at newsagencies. For any comment on competitions or promotions, please contact Craig on 0416 160 080 or craig (at) cbme.com.au