Diageo has extended its tie-up with celebrity chef Gordon Ramsay for its Gordon's gin brand in the UK.

The company, which started its advertising partnership with Ramsay in September last year, said today (27 August) that it is set to launch a new GBP3.5m (US$6.4m) marketing campaign for Gordon's in the UK, using Ramsay's image and quotes.

The campaign includes press, outdoor, digital and poster advertising, which will begin on 1 September and run until June 2009, with the brand continuing as sponsor of the new series of Ramsay's Kitchen Nightmares on television.

Among the quotes used in the print and outdoor adverts are: "I always leave a tip, serve Gordon's" and "My tongue might be sharp, but my gin isn't."

"Over the past year, the Gordon's advertising campaign with Gordon Ramsay has been highly successful," said Kathy Sawtell, Diageo GB's gin marketing manager. "We're extremely pleased that we can continue our partnership and hope that the new campaign will help to build on the success of last year whilst creating additional sales opportunities for retailers."

In addition to the campaign, Diageo GB is launching a Gordon's consumer website next month, which includes information on the history and heritage of Gordon's gin. Consumers can also sign up to the Gordon's Gin loyalty programme, with the chance to win prizes and receive special offers.