Published on January 10th, 2017 | by The GC Team0
Hotpoint and Jamie Oliver in European partnership
Hotpoint has entered into a multi-year European partnership with the Jamie Oliver Group which will support the brand’s new built-in range of cooking appliances and its aim to become the “number one” in the sector.
The collaboration will see bespoke content run live across the celebrity cook and restaurateur’s media ecosystem, supported by activity across Hotpoint’s PR, social & digital media channels and in retail stores.
Activations across a number of other initiatives will focus on food education and inspiring people to cook, while sponsorship of the Jamie Oliver Cooking Schools will put Hotpoint cooking appliances at the heart of lessons and demonstrations inspired by recipes from around the world.
Jamie’s Food Foundation will also partner with Hotpoint to take a mobile cookery school around areas of the UK, delivering live, interactive cooking lessons and demonstrations.
Fiona Hope, Whirlpool UK Marketing Director, said the launch of the partnership is another big step in “restaging” the Hotpoint brand.
“The campaign is designed to engage with our target audiences through products and hands-on activity, making it easy for consumers to get involved and be inspired.
“Jamie is a natural fit for Hotpoint, and by combining our technology and design with Jamie’s enthusiasm and talent we are on a mission to change the way households enjoy their time in the kitchen.”
“It’s great to work with a brand partner who shares the same vision of helping people make better food choices and giving them the all-important knowhow,” added Lisa Tookey, Jamie Oliver Group Commercial Director.