Celebrity chef Jamie Oliver has partnered with Tesco to launch advertiser-funded programming aimed at helping families struggling with the cost-of-living crisis.
Oliver and the supermarket will next week launch Jamie’s 5 Ingredient Meals on Channel 4, which will aim to help consumer spend buy less items as part of their weekly shops and optimise what the ingredients already in their cupboards.
Set to run for four, hour-length episodes starting at 8pm on 16th October, Oliver will be joined by a different celebrity chef in each show, who will share their own culinary heritage.
Having previously fronted rival grocer Sainsbury’s advertising for 11 years, Oliver has since re-emerged as the face Tesco’ healthy eating campaigns following a five-year hiatus.
“Although families are keeping a close eye on the household budget, they still want to create meals that are delicious and interesting, using ingredients they already have at home or that they can get by popping down to their local Tesco store,” Tesco group customer director, Emma Botton said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Jamie’s energy and passion is infectious and we’re sure he’ll inspire families up and down the country to have a go at the recipes in their own kitchens.”
Featuring a new series of Tesco idents, ‘5 Ingredient Meals’ is also set to showcase the supermarket’s own products and how they can be used as part of Oliver’s cost-of-living-busting recipes.
Running exclusively on Channel 4, the series will additionally be promoted across Jamie Oliver and Tesco’s own channels, social media and digital. All featured recipes will be made available online via Tesco Real Food.
Jamie Oliver Group chief commercial officer, Megan Van Someren added: “We are incredibly passionate about inspiring as many people as possible to experience the benefits of cooking.
“That’s why it’s perfect to partner with Tesco to create this entertaining and engaging advertiser-funded programme, demonstrating how only five everyday ingredients can be transformed into delicious, affordable dishes.”
