A new campaign from the Jamie Oliver Group has been designed to support the launch of its latest range of ready meals, which will be rolling out across supermarkets over the next six months.

Developed in partnership with creative agency Media Bounty, ‘Just Add Jamie’ will be focused on digital channels, with a concerted push via social media.

London-based Media Bounty has overseen the campaign’s creative, media strategy, planning and media buying, prioritising a vibrant colour palette and ‘classically Jamie’ tone of voice.

“We always love working with other B Corps… especially a brand as iconic as Jamie Oliver Group,” said Media Bounty managing partner, Charlie Bennett.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

“They have social purpose at their heart – with decades of experience making things people love. The new range will be no different, and we can’t wait to see the work in the wild.’

The new product range will specifically target time-sensitive foodies and is inspired by the insight that home cooks are increasingly on the lookout for high quality kitchen hacks for ‘gourmet’-style midweek meals.

Jamie Oliver Group head of marketing, Rosalind Godber added: “It’s been a brilliant and collaborative partnership working with Media Bounty to launch our new frozen range with a campaign that brings to life beautifully how tasty, useful and uniquely Jamie these new products are.”