THE

MEDIA PACK
2014

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, Jamies career led him to
The River Caf 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.

OUR BRAND
WHAT
WERE
ALL
ABOUT

OUR VISION

OUR MISSION

A HEALTHIER,
HA PPIER WORLD

We want to be the most trusted

voice in food, to empower
everyone to enjoy good food and
to push for positive change in
our global food system.

OUR VALUES

WE PUT
FOOD FIRST

WE KEEP IT
SIMPLE

We focus on sustainable and inspiring

ways to help everyone eat well and
be food smart

We are direct, we ask questions, we

stay focused on our goals and we
remain accessible to everyone

WE RAISE
THE BAR

WE GIVE IT
OUR ALL

We embrace both creativity and

commerciality in our work and want
to inspire those around us to do
bigger and better things

We embrace new opportunities, we

work hard, we get stuck in and we
arent afraid to get our hands dirty
to make a difference

THE JAMIE OLIVER GROUP

The Jamie Oliver Group is spread across three core disciplines, has over
3,000 employees and presence in over 200 markets worldwide.

th e

JAMIE OLIVER MEDIA GROUP

The Jamie Oliver Media Group is all about creating brilliant,
thought-provoking content that is entertaining and informative, but also
beautiful, insightful and original.
We take a hands-on approach to new, pioneering opportunities with global
reach and our work has won awards for its style, innovation and cultural impact.

WHAT MAKES US DIFFERENT

INSPIRATIONAL,
SIMPLE AND
ACCESSIBLE
The Jamie Oliver Brand
is renowned for being
inspirational, accessible,
authentic and fun.
Across our influential platforms,
we advocate other brands
and concepts such as healthy
living and eating well, alongside
lifestyle news, to reach an
engaged audience looking
for inspiration.

TV
Jamie has been a fixture on our
screens since 1999. Weve 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 1.9m, 34% 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

BOOKS
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 35 million book sales worldwide
Jamies 30-Minute Meals is the bestselling non-fiction book in UK history

ONLINE
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 7.7m
UK unique visitors per month 3.5m
Page views per month 24.5m
Average time per visit 1:51
Audience male 30% / female 70%
Mobile traffic 40% / tablet 25% /
desktop 35%

SOCIAL
Jamies 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.

3m

1m

2.6m

4m

2m

33k

newsletter
subs 300K

MAGAZINE

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. Its available in
more than 45 countries with 8 local editions,
and an award-winning digital version.
UK edition circulation 53k
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

Multi award-winning

RECIPE APP
Jamie Olivers
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
11.2 million app downloads
Over 300k active viewers per month

Multi award-winning
Apple Design Award

FOOD TUBE
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 Jamies own channel, the Food Tube
network brings together incredible recipes, fantastic
masterclasses and loads of fun via fresh, exciting
and new talent.

#1 food channel in EMEA on YouTube

1.3m subscribers
#3 food channel in the world
Average 4.6m video views per month
Audience male 65% / female 35%
Average view duration 3:27 minutes
Multi award-winning

FOOD TUBE THE TALENT

Cupcake Jemma

Gennaro Contaldo

Jamie Oliver

DJ BBQ

Felicitas Pizarro

The Chiappas

My Virgin Kitchen

Donal Skehan

Hugh FearnleyWhittingstall

French Guy Cooking

Barry Lewis

Kerryann Dunlop

Food Busker
John Quilter

DRINKS TUBE
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.

Fastest growing drinks channel in the world

Average 345k views per month
Audience male 70% / female 30%
71% audience retention rate
82k subscribers

DRINKS TUBE THE TALENT

Simone Caporale

Amelia Singer

Jamie Oliver

Camille Vidal

The Craft Beer Boys

Sarah Warman

Rich Hunt

BRAND OPPORTUNITIES

YOUR BRAND

We are a unique media owner, and

our portfolio offers opportunities
for fully integrated brand
experiences, seamless partnerships
and advertising solutions.
Were 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.

#
TV

Books

Food Tube &

Drinks Tube

Recipe
app

Online
opportunities

Licensing

Social
Magazines
media posts

TV & content
production
company

Creative
production
agency

KEY GLOBAL MARKETS

UK
USA
Australia
New Zealand
Scandinavia
Germany
Canada
RUSSIA
BRAZIL
netherlands

CASE STUDY EE
The challenge
Prove the benefits of 4G
connectability on your mobile by
creating an entertaining, shareable
YouTube video.

The strategy
We worked with Google and EE to
create a piece of engaging content
on Food Tube, rather than an ad
that could easily be ignored.
Using YouTube talent and a
YouTube brand, the key was that
the audience didnt feel like they
were watching a commercial for
a mobile network.
Date of activation: September, 2013

Kevin Bacon and Jamie Oliver in The Great Bacon Sarnie Battle

EE BACON DONT BUFFER

The creative
The Great Bacon Sarnie Battle, a clash
between EE ambassador, Kevin Bacon,
and Jamie Oliver with a clever 4G twist,
which was created in the style of all other
Food Tube videos.

Social media commentary

EE RESULTS
most-watched video
on Food tube:

3.1m
views

industry award winner

Brand AWARENESS

positive community response

CASE STUDY HELLMANNS

The challenge

Increase the international online noise around the

brand during the key holiday season, as well as
generating new usage occasions by demonstrating
the versatility of Hellmanns core products
The strategy
Create innovative, bespoke recipes to be
broadcast globally on a Food Tube hub fronted
by Jamie and the network. Support the videos
internationally through paid media, social media
and localised content.
Date of activation: December, 2013

Hellmanns advent calendar

HELLMANNS COUNTDOWN TO CHRISTMAS

The creative
The Countdown to Christmas, an
advent calendar with new video content
uploaded every day, rolled out across
the key target markets of the UK, US,
Canada and Brazil.
The videos were supported by an app
created especially for the campaign, as
well as social media pushes from both
Hellmanns and Jamie Oliver.
A co-branded YouTube tru-view
campaign helped to push the campaign
internationally. Additionally, we localised
competitions on JO.com which boosted
reach and engagement.
Active and passive product placement

HELLMANNS RESULTS
OUR GOAL:

FINAL VIEWS:

1M

2M

SOCIAL MEDIA IMPRESSIONS:

1M

target market views

increased MONTH-ON-MONTH:

+225%

MEDIA IMPRESSIONS:

6.5M

CASE STUDY UNCLE BENS

The challenge

Increase mass awareness of Uncle Bens

brand, rice products and partnership
association with Jamie Oliver.

The strategy
Create a two-phase high-profile
campaign, launching with longer-term
mass-reach TV and national press, then
supporting that through short-term,
more bespoke, engaging content online.
All touchpoints would have Jamies usage
of rice products and advocacy of the
brand at the heart of the campaign.
Date of activation: June-November, 2013

Live cook-a-long

CASE STUDY UNCLE BENS

The creative
To launch, Uncle Bens rice was the sponsor
of and was product placed in Jamies Money
Saving Meals and the accompanying book,
Save With Jamie, which was enhanced by a
huge on-pack promotion the partnership
was advertised on 22 million rice packs in-store
around the UK.

Product placement during Jamies Money Saving Meals

On-pack promotion for

Save With Jamie book

CASE STUDY UNCLE BENS

The creative
After securing mass-market reach over
a number of weeks, we created Uncle
Bens Search for a Food Tube Star, a
global competition to find a new online
cooking star. As the competition closed,
a cook-a-long campaign, encouraging
our audience to cook along with Jamie
during the next Uncle Bens sponsored
live show was launched.

Uncle Bens Search for a Food Tube Star finalists

CASE STUDY UNCLE BENS

The creative
This was supported in the days prior
to the live show by disruptive national
press, online banners and social media
pushes on Jamies platforms. The show
itself contained visible branding and active
product placement and culminated in the
announcement of the competition winner.

Competition
winner:
Felicitas
Pizarro

UNCLE BENS RESULTS

UK POPULATION REACHED:

91%

SEARCH FOR A FOOD TUBE

STAR ENTRIES:

503

PARTNERSHIP AWARENESS

SEARCH FOR A FOOD TUBE

STAR video views:

260k

SOURCES

SOURCES
tv

Audience: Channel 4 viewing figures 2013

JamieOliver.com
All figures: Google Analytics: Monthly stats
November 2014

social platforms
Respective Platforms: November 2014

Magazine
Demographics: TGI Q1 2014 Report
Lifestyle Statements: Jamie magazine
reader survey, October 2012

food tube
All figures: YouTube Analytics: Monthly stats
November 2014

#3 food channel in the world and #1 food

channel in EMEA are based on YouTube
subscriber numbers

drinks tube
All figures: YouTube Analytics: Monthly stats
July 2014

case studies
EE: YouTube viewing figures: July 2014
Hellmanns: Target Market views (Average
of increase in views between November and
December 2013) and Final Views: YouTube
Analytics report for Unilever Feb 2014 /
YouTube Analytics
Uncle Bens: Mars Post Campaign Report
2014

CONTACT US: advertising@jamieoliver.com