Appliance manufacturer Hotpoint has signed a multi-year partnership deal across Europe with Jamie Oliver.
The collaboration integrates celebrity cook Jamie Oliver’s ‘cooking from scratch’ philosophy with Hotpoint’s new Built-In range, of coordinated ovens, steam ovens, microwaves, coffee machine, warming drawers, hobs and cooker hoods.
Hotpoint will sponsor Jamie Oliver Cookery Schools, and partner with the Jamie Oliver Food Foundation to take cooking skills on the road with a mobile cookery school, delivering interactive cooking lessons and demos across the UK.
Bespoke, specially shot content will be streamed live across Jamie Oliver Group’s media platforms and will be supported by activity across Hotpoint’s PR, social & digital media and in-store activities.
Jamie Oliver commented: “We’re all busy, but let’s face it, we’ve got to eat – and if we can take care of the ones we love at the same time by sharing home-cooked, nutritious fare, that’s always going to be a bonus. That’s why I’m so excited to be working with Hotpoint, to how their incredible equipment can make life easier in the kitchen.”
Lisa Tookey, commercial director of Jamie Oliver Group, commented: “We’re delighted to be working with Hotpoint to help bring Jamie’s food revolution to a whole new audience.
“The campaign will give consumers different access points to bespoke Jamie content; from social media platforms to direct access via the food trucks. It’s great to work with a brand partner who shares the same vision of helping people make better food choices and giving them the all-important know-how.”
Hotpoint is part of Whirlpool Corporation. Fiona Hope, Whirlpool UK marketing director, said: “The launch of our partnership with Jamie Oliver is another big step in restaging the Hotpoint brand.
“The campaign is designed to engage with our target audiences through products and hands-on activity. “Jamie is a natural fit for Hotpoint, and by combining our technology and design with Jamie’s enthusiasm and talent, we’re on a mission to change the way households enjoy their time in the kitchen.”