Hotpoint, part of Whirlpool Corporation, and the Jamie Oliver Group have announced the start of a multi-year partnership across Europe. The manufacturer says that the collaboration integrates Jamie’s ‘cooking from scratch’ philosophy with Hotpoint’s aim to become the number one in cooking appliances and supports its new built-in range of coordinated ovens, steam ovens, microwaves, coffee machine, warming drawers, hobs and cooker hoods.
Launching in 2017, the European partnership will focus on encouraging people to ‘take care of the ones that matter most through the joy of food’. Bespoke, specially shot content will be featured across Jamie’s media ecosystem, supported by activity across Hotpoint’s PR, social and digital media and in-store activities, Hotpoint reveals.
There are also activations across a number of other initiatives that put food education and inspiring people to have a go at cooking, right at the top of the agenda, Hotpoint adds. Sponsorship of the Jamie Oliver Cooking Schools will put Hotpoint cooking appliances at the heart of cooking lessons and demos inspired by recipes from around the world.
Jamie’s Food Foundation will also be partnering with Hotpoint to take cooking skills on the road with a mobile cookery school, visiting areas of the UK, delivering live, interactive cooking lessons and demos.
Jamie Oliver Group commercial director Lisa Tookey commented: “We’re delighted to be working with Hotpoint to help bring Jamie’s food revolution to a whole new audience. The innovative campaign will give consumers different access points to bespoke Jamie content; from social media platforms to direct access via the food trucks. 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 know-how.”
Jamie Oliver added: “We’re all busy, but let’s face it, we’ve got to eat, and if we can take care of the ones we love at the same time by sharing home-cooked, nutritious fare, that’s always going to be a bonus. That’s why I’m so excited to be working with Hotpoint, to show you how their incredible equipment can make your life easier in the kitchen, so you can cook up a storm for your nearest and dearest, every day of the week.”
Whirlpool UK marketing director Fiona Hope added: “The launch of our partnership with Jamie Oliver is another big step in re-staging 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.”
