Lurpak signs up to Jamie Oliver's C4 show

Lurpak butter is to sponsor 'Jamie's 30 Minute Meals', Jamie Oliver's new teatime show on Channel 4, in a six-figure deal conceived and negotiated by Carat Sponsorship.

Jamie Oliver: 30 Minute Meals secures Lurpak
Jamie Oliver: 30 Minute Meals secures Lurpak

The series will start in mid-October and run weekdays on Channel 4 at 5pm to the end of December, with repeats also scheduled on More 4. Each programme will show the chef cooking a whole meal from scratch.

The creative treatment for the sponsorship idents is being handled by Wieden & Kennedy, Lurpak's ad agency.

The idents will show real people cooking in real kitchens. Two members of the public will be recruited to appear in some of the idents via a competition hosted on the Arla Foods brand's Facebook page.

The deal was negotiated and managed by Maria Donaldson, sponsorship manager at Carat Sponsorship.

Thryth Jarvis, senior brand manager at Lurpak, said: "The Jamie Oliver sponsorship perfectly compliments Lurpak's point of view on championing good food and strengthens our 2010 campaign which has been celebrating the joy that can only come from creating dishes from scratch."

Arla Foods is currently reviewing its pan-European media planning and buying account, held by Carat.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Share
Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

Share
#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.

Share

Get news by email