Hotpoint has signed a European partnership deal with celebrity chef Jamie Oliver.
According to Hotpoint, which is part of the Whirlpool Corporation, the collaboration is part of its strategy to develop the brand. The partnership, it said, brings together Oliver’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 appliances.
“The launch of our partnership with Jamie Oliver is another big step in re-staging the Hotpoint brand,” said Fiona Hope, Whirlpool UK marketing director. “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.”
As part of the deal, bespoke video content will be streamed live across all Jamie Oliver Group media platforms and will be supported by activity across Hotpoint’s PR, social and digital media and in-store activities.
Jamie’s Food Foundation will also be partnering with Hotpoint by delivering live, interactive cooking lessons and demos in areas of the UK, through its mobile cookery school.
Commenting on the collaboration Lisa Tookey, Jamie Oliver Group commercial director, said: “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.”