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.
BRAND SHOWREEL
THE JAMIE OLIVER GROUP
JAMIE OLIVER FOOD GROUP BELIEFS
 THE JAMIE OLIVER GROUP
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.
 TV
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
 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 37 million book sales worldwide
★ Jamie’s 30-Minute Meals is the second
best-selling non-fiction book in UK history
 ONLINE
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%
 SOCIAL
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

 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. 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
 RECIPE APP

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
 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 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 - THE TALENT
01. Cupcake Jemma
02. Gennaro Contaldo
03. The Happy Pear
10. 11.
04. Akis Kitchen
05. Food Busker John Quilter
04. 06.
06. Kerryann Dunlop
07. DJ BBQ
08. Hugh Fearnley Whittingstall
09. Felicitas Pizarro 01. 05. 12.
10. French Guy Cooking
11. Dulce Delight
07.
12. Bart’s Fish Tales
13. Cook with Amba
14. Katie Pix
13.
02. 08.

03. 09. 14.

 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.

★ 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 - THE TALENT

01. Jamie Oliver 01.

02. Simone Caporale
03. Rich Hunt
04. Sarah Warman
05. Mike Cooper
05. 07.
06. Danielle Hayley
07. The Craft Beer Boys
08. Becky Sheeran
09. Amelia Singer

06. 08.
02. 03.

04. 09.
 BRAND OPPORTUNITIES

We are a unique media owner,

and our portfolio offers
opportunities for fully
YOUR BRAND
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 Food Tube & Online Social Magazines
TV
Drinks Tube Opportunities Media Posts
compelling content that runs
across all media touchpoints –
TV, books, digital and print
media.

Books Recipe App Licensing TV & Content Creative

Production Production
Company Agency
 EXTENDING YOUR CAMPAIGN

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, Food Tube & Drinks Tube

social channels and explore opportunities

across Jamie Oliver licenced products.

Social Media Posts Licensing

 PHILADELPHIA CASE STUDY 2015
THE CHALLENGE
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.
OUR SOLUTION
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.
 THE CREATIVE

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 RESULTS

FOOD TUBE VIDEO 9 X SOCIAL POSTS

351K TOTAL VIEWS 1.56M REACH

4 JAMIE MAG ADVERTORIALS JAMIEOLIVER.COM ACTIVITY

156K REACH (TOTAL) 1.56M REACH
 HOTPOINT CASE STUDY 2015
THE CHALLENGE
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.
OUR SOLUTION
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.
 THE RESULTS

FOOD TUBE VIDEO 5 X SOCIAL CUTDOWNS

4.1M TOTAL VIEWS 1.4M REACH

COMPETITION ENTRIES JAMIEOLIVER.COM ACTIVITY

9,183 (TOTAL) 12.3M REACH
 KEY GLOBAL MARKETS

UK

USA

Australia

Canada

Germany

Netherlands

Brazil
 SOURCES

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: ADVERTISING@JAMIEOLIVER.COM