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

Banner ads at 20: why don't people want their faces on elves?

Banner ads at 20: why don't people want their faces on elves?

Graeme Noble, the executive creative director at TMW, reflects on 20 years of digital.

Share
WPP posts 3 per cent rise in third-quarter revenue

WPP posts 3 per cent rise in third-quarter revenue

WPP's third-quarter revenues rose 3.1 per cent to £2.8 billion, according to the company's trading report.

Share
Channel 4 expands interactive ads to mobile

Channel 4 expands interactive ads to mobile

Channel 4 has expanded its interactive ad formats to tablet and mobile devices.

Share

Get news by email