New Jamie Oliver homewares line backed by direct campaign

Jamie Oliver
Jamie Oliver

LONDON - Jamie Oliver is launching a homewares and garden product range called Jme, supported by a direct campaign.

The CRM strategy and creative development for the launch will be handled by direct agency Flourish, which was appointed in July.

The first phase of launch activity will include an email and banner campaign. Products will be available to purchase from this week.

The collection is positioned as reflecting Oliver's 'relaxed approach to eating, entertaining and enjoying life'. It will encompass categories such as 'gather and share' for relaxed entertaining, candles, and 'make and grow' educational products for family learning.

Oliver recently extended his contract with Channel 4 by two years in a deal estimated to be worth £2m. Jamie's Ministry of Food, the latest of the chef's campaigning TV series, was filmed in Rotherham and charts his efforts to encourage the town's inhabitants to cook more meals. The series is accompanied by a book.

A range of Oliver-branded products is already available. These include the Nintendo DS game What's Cooking? Jamie Oliver, which comprises original recipes and an interactive shopping list to help users ensure they have all the necessary ingredients.

It is understood that the chef also plans to launch a magazine, containing recipes and articles about his campaigns, before the end of the year.

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