Lurpak signs up for Jamie Oliver’s new show

Lurpak is to sponsor Channel 4’s new autumn teatime show Jamie’s 30 Minute Meals.

The partnership will cover sponsorship of all Channel 4 and More 4 transmissions, video on demand service 4oD and the Virgin cable network. The six figure deal also includes online branding on the programme website.

Jamie’s 30 Minute meals is a 20 part series that starts in mid October and will run weekdays on Channel 4 at 5pm, with repeats also scheduled on More 4.

The partnership was arranged by Carat Sponsorship and is designed to amplify Lurpak’s brand vision of making good food more central to the lives of British people.

The brand is owned by Arla Foods and battles for share with brands such as Dairy Crest’s Country Butter, which has generated awareness with its John Lydon fronted ads.

Lurpak unveiled a television advertising campaign in April.

The creative for Lurpak’s sponsorship idents are being made by Wieden & Kennedy and show real people, in real kitchens, cooking from scratch.

The campaign will also involve viewers directly via a competition hosted on the Lurpak Facebook page to find two additional members of the public to appear in some of the creative executions.

Thryth Jarvis, senior brand manager of Lurpak, says: “The Jamie Oliver Sponsorship perfectly compliments Lurpak’s point of view on championing good food and strengthens our 2010 campaign which has been celebrating the joy that can only come from creating dishes from scratch.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here