Jamie Oliver brand undergoes redesign

The Jamie Oliver retail brand, including the food, cook and kitchenware, crockery, outdoor entertaining and gifting ranges has been revamped.

Branding agency Pearlfisher has developed a new identity for the brand in the mainstream and specialists markets.

The Jamie Oliver brand now uses the strapline “Keep it simple” for products that retail in mainstream retailers and the line “Get Inspired” for the products that retail in department stores and independent cookshops.

Guy Mottershead executive director of Fresh Retail Ventures, which markets and distributes the brand, says: “The range has grown at a phenomenal rate and we needed to update the design in line with this.”

The new look Jamie Oliver brand will be available from April in the UK and International markets.

Jamie Oliver is also the face of supermarket chain Sainsbury’s and stars in its advertising campaigns.

The chef was also in the top 10 positive celebrity role models in Marketing Week’s feature on brand ambassadors.


·  Jamie Oliver and Kelly Holmes star in Sainsbury’s Active Kids campaign

·  Sainsbury’s launches Basics TV ad with Jamie Oliver


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