EE ties with Jamie Oliver’s YouTube channel

EE has partnered with TV chef Jamie Oliver’s YouTube channel Food Tube to create a campaign to showcase the 4G network’s video streaming capabilities.

The digital spot, dubbed “Bacon Don’t Buffer” sees the chef taking on EE brand ambassador Kevin Bacon in a bacon sandwich-making competition. Half-way through a buffering wheel obscures Jamie Oliver, giving Bacon extra time to complete his creation.

Speaking to Marketing Week, EE marketing director Spencer McHugh, said partnering with the Food Tube channel offers the company an opportunity to target Oliver’s “strong following” and reinforce the messages it has communicated since launch about the quality of video streaming on its 4G network.

Some criticisms have been leveled at the operator for pushing communications about data-hungry content streaming, yet many of its tariffs offer relatively “low” monthly download limits.

McHugh said different people have different consumption behaviours and that EE offers a variety of tariffs to suit these.

He added there is also a “misconception” about how much data people use and even what a megabyte is in terms of consumption, but said the operator has been running a lot of education programmes digitally and in store to help people match their usage with the right tariffs.

The campaign, which is housed on Jamie Oliver’s Food Tube channel and seeded on EE’s social media channels, was developed by the operator’s creative agency Poke, while the content was produced and directed by the Food Tube channel production company.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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