Jamieoliver.com/dating pledges to bring food lovers together and has the tagline: ‘Where food lovers meet'.
The site uses the interface from Match.com and offers people a 72-hour free trial of the online dating service. It will offer up the chance for new signups to win a meal for two at Jamie's Italian Kitchen.
The branded Jamie Oliver site highlights particular members who are using Match.com, displaying their profiles and photos. It also features recipes, articles on dinner date tips and foods which will bring people together. The site then drives people to sign up to Match.com's dating service.
Jamie Oliver has already developed the community area of his site with a ‘foodwise' online encyclopaedia, blogs and forums. The site gets around 1.4 million unique visitors a month.
The chef has hosted several series such as The Naked Chef, Jamie's School Dinners, Jamie's American Road trip and Jamie's Great Italian Escape, launched his own books, food and kitchen pan ranges, and is the face of Sainsbury's. Sainsbury's Christmas television campaign features Jamie Oliver visiting venues on a truck around the UK to whip up festive fare and deliver cooking tips.