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THE JAMIE OLIVER GROUP
MEDIA PACK
A BIT ABOUT JAMIE
Jamie Oliver was born in Essex in 1975. As a child he earned his pocket money by working in the kitchen of
his parents’ pub, before leaving school to attend Westminster Catering College.
After graduating, Jamie’s career led him to The River Café where he was spotted by a BBC documentary team and, after a brief appearance on screen, was offered his own show as The Naked Chef in 1999.
From his books and TV shows to his campaigns and restaurants, he has inspired people across the globe to
see food and cooking in a completely different way, engaging and enthusing everyone to enjoy better food.
THE JAMIE OLIVER GROUP
JAMIE OLIVER FOOD GROUP BELIEFS
The Jamie Oliver Group is a commercial business
with social purpose. We make a difference through
global campaigning, creating incredible content,
world class dining experiences and products that
define our values in order to educate the world
around the importance and joy of real food.
The group consists of four key pillars: The Jamie
Oliver Media Group, which is responsible for our
award-winning content across TV, books, magazines
and digital; Jamie Oliver Licensing Ltd, which
handles our extensive licensed product range and
endorsements;
The Jamie Oliver Restaurant Group, which
oversees our fast-expanding restaurant
brands across the globe; and Jamie Oliver's
Food Foundation, which aims to shape the
health and wellbeing of everyone, by
providing access to the right information and
to educate around food, by campaigning on
the issues that matter, and lobbying
governments and industry to do the right
thing to create a healthier and happier world.
THE JAMIE OLIVER GROUP
Jamie has been a fixture on our screens since
1999. We’ve seen him tackle a number of
issues, inspire entire nations to make better
food choices and encourage everyone to
create beautiful, delicious food at home.
★ More than 35 titles broadcast globally
★ UK audience of Jamie’s Super Food rated
1.5m, 23% higher than the same slot normally
receives on Channel 4
★ Bafta and Emmy Award winning
★ Audiences are consistently bigger than
equivalent spots in all major markets
TV
From the launch of his debut book, The Naked
Chef in 1999, Jamie has blazed a trail with a
range of cookbooks that show that anyone
can cook nutritious, tasty food regardless of
budget, time or ability.
★ Jamie Oliver is the top selling British
nonfiction author of the last 10 years
★ Published in 36 languages
★ Over 37 million book sales worldwide
★ Jamie’s 30-Minute Meals is the second
best-selling non-fiction book in UK history
BOOKS
Jamieoliver.com aims to inspire, encourage
and empower people who want to cook at
home. We offer free access to over 1,000
Jamie recipes, as well as forums, news stories,
blogs and videos. We are constantly
producing innovative, interesting and
entertaining content, working towards our
goal of being the no. 1 good food site in the
world.
★ Unique visitors per month – 10m
★ UK unique visitors per month – 3.4m
★ Page views per month – 28m
★ Audience – male 31% / female 69%
★ Mobile traffic – 50% / tablet – 20% / desktop – 30%
ONLINE
Jamie’s social footprint is one of the widest
reaching and most influential around the
globe. Across all channels fans watch,
comment, like and share content in huge
numbers, actively engaging with the brand on
an everyday basis.
5.3M 164K 4.7M
6M 4.8M 3.5M
Newsletter Subscribers - 300K
SOCIAL
Jamie magazine is a beautiful food and
lifestyle title published 10 times a year. Each
issue is packed with exciting and
easy-to-replicate recipes from Jamie and
other top cooks from around the globe. The
magazine has global appeal. It’s available in
more than 45 countries with 8 local editions,
and an award-winning digital version.
★ UK edition circulation – 45k
★ UK edition subscribers – 19k
★ Local edition circulation – 122k
★ App downloads – 13k
★ Audience – male 49% / female 51%
★ 56% of readers on average read the
magazine for over an hour
MAGAZINE
Jamie Oliver’s Recipes app is filled with an
exclusive selection of classic comfort foods
and baking recipes, festive treats, super-quick
suppers and a whole lot more. With new
content delivered every week, handy video
hints and a clever shopping list function that
allows consumers to shop directly with
retailers, there really is something for
everyone.
★ 400 exclusive recipes with more added
every month
★ 12 million app downloads
★ Over 300k active viewers per month
RECIPE APP
Food Tube is a pioneering multi
award-winning YouTube channel that brings a
network of talented people to an engaged
online community who love to watch, share
and interact with food.
As well as Jamie’s own channel, the Food Tube
network brings together incredible recipes,
fantastic masterclasses and loads of fun via
fresh, exciting and new talent.
★ 4.7m subscribers to the Food Tube Network
★ Over 205m views on Food Tube channel
★ Average 9m video views per month
★ #4 food channel in the world
★ Audience – male 65% / female 35%
★ 82k average monthly new subscribers
*Network includes total subscribers to Food Tube, Drinks Tube & Family Food Tube
FOOD TUBE
Cupcake Jemma Gennaro Contaldo Dulce Delight
Akis Kitchen Bart’s Fish Tales
Kerryann Dunlop
Katie Pix
Cook With Amba
The Happy Pear
Food Busker John Quilter
French Guy Cooking DJ BBQ
01. Cupcake Jemma
02. Gennaro Contaldo
03. The Happy Pear
04. Akis Kitchen
05. Food Busker John Quilter
06. Kerryann Dunlop
07. DJ BBQ
08. Hugh Fearnley Whittingstall
09. Felicitas Pizarro
10. French Guy Cooking
11. Dulce Delight
12. Bart’s Fish Tales
13. Cook with Amba
14. Katie Pix
01.
04. 06.
10. 11.
05.
07.
12.
13.
14.
08.
09.
02.
03.
FOOD TUBE - THE TALENT
Drinks Tube is an exciting YouTube channel
designed to entertain, inspire and educate an
adult audience through a celebration of
great-tasting drinks.
The channel aims to show its audience how to
make or source the best drinks to enjoy at
home, with content presented by well
connected and passionate experts in their
fields, whether it be cocktails, beer, wine or
soft drinks.
★ 701k average monthly views
★ Over 12m total views to date
★ 247k subscribers
★ Audience – male 67% / female 33%
★ 13k average monthly new subscribers
*Network includes total subscribers to Food Tube, Drinks Tube & Family Food Tube
DRINKS TUBE
Cupcake Jemma Gennaro Contaldo Dulce Delight
Akis Kitchen Bart’s Fish Tales
Kerryann Dunlop
Katie Pix
Cook With Amba
The Happy Pear
Food Busker John Quilter
French Guy Cooking DJ BBQ
01. Jamie Oliver
02. Simone Caporale
03. Rich Hunt
04. Sarah Warman
05. Mike Cooper
06. Danielle Hayley
07. The Craft Beer Boys
08. Becky Sheeran
09. Amelia Singer
01.
03.
05.
04.
06.
07.
08.
02.
09.
DRINKS TUBE - THE TALENT
Becky Sheeran
Sarah Warman
Danielle Hayley
The Craft Beer Boys
Mike Cooper
We are a unique media owner,
and our portfolio offers
opportunities for fully
integrated brand experiences,
seamless partnerships and
advertising solutions.
We’re commissioners,
producers and publishers and
want to work with brands to
develop entertaining,
thought-provoking and
compelling content that runs
across all media touchpoints –
TV, books, digital and print
media.
TVFood Tube & Drinks Tube
Online Opportunities
Social Media Posts
Magazines
Books Recipe App Licensing TV & Content ProductionCompany
Creative Production
Agency
YOUR BRAND
BRAND OPPORTUNITIES
Food Tube & Drinks Tube
Social Media Posts Licensing
Working closely with the Jamie Oliver Brand
partnerships team means we can create
cross platform deals that will span not only
Jamie Magazine and Jamieoliver.com.
We can devise campaigns that will
encompass activity on our Youtube channels,
social channels and explore opportunities
across Jamie Oliver licenced products.
EXTENDING YOUR CAMPAIGN
The mission for Philadelphia was to change
people’s perceptions around cheesecake at
Christmas. Too many times the Christmas
pudding has had the triumphant position amongst
the other desserts at the table. Let’s finally have a
dessert to be proud of, where there is always a
fight over the first and the last slice.
The partnership with Jamie Oliver Media Group
aimed to disrupt the Christmas cake recipes
search activity from late October through
December with cheesecake content, social RIFs
(recipe gifs) and an incredible competition that
encourages UGC and social sharing.
Kicking things off with a “hero” cheesecake recipe
cooked by Jamie Oliver himself on Food Tube.
Through October & November Jamie Magazine
called out for users to submit their own
cheesecake recipe, with four of the best chosen to
be published in Jamie Magazine Christmas issue.
This was supported by a social video from Jamie
on our Food Tube social channels.
All content + competition lived within a branded
landing page on JamieOliver.com, linked to our
Christmas pages and the homepage.
OUR SOLUTIONTHE CHALLENGE
PHILADELPHIA CASE STUDY 2015
Jamie launched the Philadelphia video series with
what we’re calling the “hero” recipe.
A simple, accessible, cheesecake recipe that hero’s
“good, quality cream cheese” as an ingredient.
The hero recipe acted as the inspiration for the
campaign championed in the Philadelphia advertorials
across Jamie Magazine and Food Tube magazine.
THE CREATIVE
4 Magazine advertorials were built for Jamie
magazine across three issues, showcasing Jamie’s
hero recipe and the winners cheesecakes.
Philadelphia also sponsored an 8 page piece
around Christmas cheesecakes
Across our digital platforms, a branded
destination page was created on Jamieoliver.com
which included the competition, an editorial piece
about the partnership featured and bespoke
traffic drivers were across the site.
Social posts supporting the campaign were
pushed out from Jamie’s Facebook page and
Food Tube social channels.
THE CREATIVE
9 X SOCIAL POSTS1.56M REACH
FOOD TUBE VIDEO351K TOTAL VIEWS
4 JAMIE MAG ADVERTORIALS 156K REACH (TOTAL)
JAMIEOLIVER.COM ACTIVITY1.56M REACH
THE RESULTS
As the UK’s leading appliance brand Hotpoint
deliver great results in the kitchen through style,
technology and innovation. But the brand wasn’t
feeling the love. Emotion is often reserved for the
food and the end result, not the appliance used to
cook it.
It was our job to bring a sense of love to the
brand and in tandem, grow the relationship in
people’s perception of great cooked food and
Hotpoint appliances.
#LoveYourKitchen is designed to promote the
concept that if you love the end result, you should
love how it was created.
Forming a true partnership with Hotpoint we created a series of content. 20 videos formed the ‘Ultimate’ recipe series designed to inspire, inform, and highlight that these incredible results could only be achieved with Hotpoint appliances. The content was spread across Food Tube, Family Food Tube and Hotpoint’s own YouTube channel, promoted by 30 second videos featuring the talent talking directly about each product.
Additional digital and print coverage was seeded on JamieOliver.com and in Jamie Oliver newsletters. In addition to this, Food Tube Magazine pushed a weekly competition which gave away products from the videos.
OUR SOLUTIONTHE CHALLENGE
HOTPOINT CASE STUDY 2015
5 X SOCIAL CUTDOWNS1.4M REACH
FOOD TUBE VIDEO4.1M TOTAL VIEWS
COMPETITION ENTRIES9,183 (TOTAL)
JAMIEOLIVER.COM ACTIVITY12.3M REACH
THE RESULTS
UK
USA
Australia
Canada
Germany
Netherlands
Brazil
KEY GLOBAL MARKETS
TV★ Audience: Channel 4 viewing figures 2015
Jamieoliver.com★ All figures: Google Analytics: Annual average (August ‘15 - August ‘16)
Social Platforms ★ Respective Platforms: September 2016
Magazine ★ Demographics: TGI Q1 2014 Report ★ Lifestyle Statements: Jamie magazine reader survey, October 2012
Food Tube ★ All figures: YouTube Analytics: Annual average (August ‘15 - August ‘16)
Drinks Tube★ All figures: YouTube Analytics: Annual average (August ‘15 - August ‘16)
CONTACT US: [email protected]
SOURCES