Case 1 Jamie Oliver: cooking up a storm and changing people's lives through food [pic]
Jamie Oliver is a phenomenon in the world of food. He enjoyed huge success with his debut television series The Naked Chef in 1999. For over 10 years, he has graced television screens as a favourite celebrity chef, and has become a presence on the high street – both as the face of Sainsbury’s, and by licensing the Jamie Oliver brand to numerous food and kitchenware producers. His commercial activities are anchored by his mission: to change the way people eat, both in the UK and, now, America. Jamie’s CV is impressive, extending beyond books and television to include events, cooking schools, kitchen and lifestyle products, restaurants and wood-burning ovens. Birth of The Naked Chef
Born on 27 May 1975, Jamie took an early interest in food, growing up in Essex, where his parents still run their own highly respected pub/restaurant. The extent of his brand is even more impressive, given Jamie’s background which includes ‘average’ school grades, dyslexia and leaving school at 16 to complete his training at Westminster Catering College. After spending some time working in France, followed by a stint at Antonio Carluccio’s Neal Street Restaurant, London, Jamie joined the acclaimed River Café where he worked for three and a half years alongside Rose Gray and Ruth Rogers. In 1997, he was featured in a television documentary about the River Café. Soon after the documentary was aired, Jamie was offered his own television show and The Naked Chef was born. The Naked Chef first aired on the BBC in 1999. The concept behind The Naked Chef was to strip food down to its bare essentials. The show ran for six episodes as well as a Christmas special. The programme style was specifically designed to appeal to a young audience through Jamie Oliver’s personal approach to developing a no-nonsense approach to food (see Figure C1.1 for Jamie’s brand print). The show brought Jamie instant success, winning him a BAFTA Award for the best television series in the Features Category in 2000. The success from the television show also culminated in publishing opportunities. The Naked Chef book, published by Penguin Books, accompanied the first television series and it became an instant bestseller. A second and then a third television series were commissioned by the BBC, along with the second and third tie-in books: The Return of the Naked Chef and Happy Days with the Naked Chef, with the latter becoming the official Christmas No.1 in 2001 in the non-fiction chart. Jamie spent the autumn of 2001 conducting the Happy Days Tour which saw over 17,000 people packing theatres in the UK. Based on this success the tour moved to Australia and New Zealand, where he ‘played’ to sold out crowds in seven cities. Also in 2001, Jamie was cooking for the Italian Prime Minister at Tony Blair’s invitation at Downing St and writing various columns in magazines including GQ and The Times Magazine, taking his brand to a greater audience. |Figure C1.1 | |Jamie’s brand print | | | |[pic] | |Source: Jamie Oliver Brand Consultancy | | |
Jamie’s programmes have now...