Carat wins £1m brief for Jamie Oliver kitchen gadget

Carat has won the &£1m planning and buying brief for celebrity chef Jamie Oliver’s latest kitchen gadget, the Flavour Shaker. The Flavour Shaker, a modern take on the pestle and mortar, is made and marketed by housewares company William Levene.

The heavyweight campaign, which breaks in December, will revolve around mainstream, peak-time television advertising and also involve press, in-store media, point of purchase and a business-to-business push. It represents William Levene’s biggest campaign to date and aims to create maximum awareness and drive sales during the run-up to Christmas.

Drugstore TM created the ads, which target ABC1 adults who enjoy cooking or watching Oliver on TV. One 30- second clip and two ten-second clips have been made showing the celebrity chef and his friends “giving it a shake” with the Flavour Shaker. The campaign will be backed by viral internet activity and a dedicated microsite, flavourshaker.co.uk.

The product has been invented by Oliver. The chef has also put his name to products including a range of Royal Worcester tableware and Tefal pots and pans.

Other brands in the William Levene stable include the Ken Hom collection of cookware and accessories, Cole & Mason and mass-market range Culinare.