Thursday, August 28, 2014

'Treat' theme to Jamie Oliver advertising

"Treat yourself" and "Treat the ones you love" will be the messages used to advertise Jamie Oliver's latest cookbook, Jamie's Comfort Food, around its release this week (Thursday, 28th August).

The £30 hardback, published by Michael Joseph, will be supported with outdoor advertising and a range of print and TV interviews, with a push on weekends before Christmas to encourage gifting.

A TV series featuring recipes from the book, filmed at Oliver's Essex home, will begin airing on Channel 4 on 1st September, with each of the six episodes showing Jamie cooking for a member of his family or a close friend. Oliver will also appear on BBC One's "The One Show" in September to promote the book, and be interviewed on BBC Radio 2's Steve Wright shows, amongst other planned interviews.

Recipes from the books have already been serialised in the Times' EAT section, with Oliver interviewed by Caitlin Moran, while interviews have also run in Radio Times, Hello, Closer and Evening Standard Magazine. More publicity will take place in Grazia, Best, Red Magazine and others.

Adverts are also running on the chef's own website, and food and family websites such as foodnetwork, while outdoor poster advertising will target sites close to supermarkets and bookshops. Jamie Oliver's Twitter feed, which has nearly four million followers, will share content related to the book and TV series, before pushing a gifting message in December.
Oliver has scored five Christmas number ones over the years, including three consecutive festive chart toppers from 2010 to 2012 with Jamie's 30-minute Meals, Jamie's Great Britain and Jamie's 15-minute Meals (all Michael Joseph).

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