Jamie Oliver Media Group-Media Kit 2014

MED IA PACK2014

THE

A BIT ABOUT JAMIEJamie Oliver was born in Essex in 1975. As a child he earned his pocket money by working

in the kitchen of his parents pub, before leaving school to attend Westminster Catering College.

After graduating, Jamies career led him to The River Caf where he was spotted by a BBC documentary team and, after a brief appearance

on screen, was offered his own show as The Naked Chef in 1999.

From his books and TV shows to his campaigns and restaurants, he has inspired people across the

globe to see food and cooking in a completely different way, engaging and enthusing everyone to

enjoy better food.

OUR VISION

OUR BRANDWHATWERE

ALLABOUT

OUR MISSION

A HEALTHIER,HAPPIER WORLD

We want to be the most trusted voice in food, to empower

everyone to enjoy good food and to push for positive change in

our global food system.

We focus on sustainable and inspiring ways to help everyone eat well and

be food smart

We are direct, we ask questions, we stay focused on our goals and we

remain accessible to everyone

We embrace both creativity and commerciality in our work and want

to inspire those around us to do bigger and better things

We embrace new opportunities, we work hard, we get stuck in and we arent afraid to get our hands dirty

to make a difference

WE PUTFOOD FIRST

WE KEEP IT SIMPLE

WE RAISETHE BAR

WE GIVE ITOUR ALL

OUR VALUES

THE JAMIE OLIVER GROUP

The Jamie Oliver Group is spread across three core disciplines, has over 3,000 employees and presence in over 200 markets worldwide.

OUR VALUES

JAMIE OLIVER MEDIA GROUPtheTHE JAMIE OLIVER GROUP

The Jamie Oliver Media Group is all about creating brilliant, thought-provoking content that is entertaining and informative, but also

beautiful, insightful and original.We take a hands-on approach to new, pioneering opportunities with global

reach and our work has won awards for its style, innovation and cultural impact.

INSPIRATIONAL, SIMPLE AND ACCESSIBLE

The Jamie Oliver Brand is renowned for being inspirational, accessible,

authentic and fun.Across our influential platforms,

we advocate other brands and concepts such as healthy

living and eating well, alongside lifestyle news, to reach an engaged audience looking

for inspiration.

WHAT MAKES US DIFFERENT

Jamie has been a fixture on our screens since 1999. Weve seen him tackle a number of issues, inspire entire nations to make better food

choices and encourage everyone to create beautiful, delicious food at home.

More than 35 titles broadcast globally

UK audience of 1.9m, 34% higher than the same slot normally receives on Channel 4

Bafta and Emmy Award winning

Audiences are consistently bigger than equivalent spots in all major markets

TV

From the launch of his debut book, The Naked

Chef in 1999, Jamie has blazed a trail with a range of cookbooks that show that anyone can cook nutritious, tasty food regardless of budget, time or ability.

BOOKS

Jamie Oliver is the top selling British nonfiction author of the last 10 years

Published in 36 languages

Over 35 million book sales worldwide

Jamies 30-Minute Meals is the best-selling non-fiction book in UK history

aims to inspire, encourage and empower people who want to cook at home. We offer free access to over 1,000 Jamie recipes, as well as forums, news stories, blogs and videos.We are constantly producing innovative, interesting and entertaining content, working towards our goal of being the no. 1 good food site in the world.

Unique visitors per month 7.7m

UK unique visitors per month 3.5m

Page views per month 24.5m

Average time per visit 1:51

Audience male 30% / female 70%

Mobile traffic 40% / tablet 25% / desktop 35%

ONLINE

Jamies social footprint is one of the widest reaching and most influential around the globe.

Across all channels fans watch, comment, like and share content in huge numbers, actively engaging with the brand on an everyday basis.

SOCIAL

2.6m1m3m

2m 33k4m

newsletter subs 300K

ONLINE

Jamie magazine is a beautiful food and lifestyle title published 10 times a year. Each issue is packed with exciting and easy-to-replicate recipes from Jamie and other top cooks from around the globe. The magazine has global appeal. Its available in more than 45 countries with 8 local editions, and an award-winning digital version.

UK edition circulation 53k

UK edition subscribers 19k

Local edition circulation 122k

App downloads 13k

Audience male 49% / female 51%

56% of readers on average read the magazine for over an hour

MAGAZINE

Multi award-winning

Jamie Olivers Recipes app is filled with an exclusive selection of classic

comfort foods and baking recipes, festive treats, super-quick suppers and a whole lot more.

With new content delivered every week, handy video hints and a clever shopping list function that allows consumers to shop directly with retailers, there really is something for everyone.

400 exclusive recipes with more added every month

11.2 million app downloads

Over 300k active viewers per month

RECIPE APP

Apple Design Award

Multi award-winning

#1 food channel in EMEA on YouTube

1.3m subscribers

#3 food channel in the world

Average 4.6m video views per month

Audience male 65% / female 35%

Average view duration 3:27 minutes

Food Tube is a pioneering, multi award-winning YouTube channel that brings a network of talented people to an engaged online community who

love to watch, share and interact with food.

As well as Jamies own channel, the Food Tube network brings together incredible recipes, fantastic masterclasses and loads of fun via fresh, exciting and new talent.

FOOD TUBE FOOD TUBE THE TALENT

Multi award-winning

FOOD TUBE THE TALENT

Cupcake Jemma

The Chiappas

Jamie Oliver

Donal SkehanMy Virgin KitchenBarry Lewis

Felicitas Pizarro

French Guy Cooking

Gennaro Contaldo DJ BBQ

Hugh Fearnley-Whittingstall

Kerryann Dunlop

Food BuskerJohn Quilter

Drinks Tube is an exciting YouTube channel designed to entertain, inspire and educate an adult audience through a celebration

of great-tasting drinks.

The channel aims to show its audience how to make or source the best drinks to enjoy at home, with content presented by well-connected and passionate experts in their fields, whether it be cocktails, beer, wine or soft drinks.

Fastest growing drinks channel in the world

Average 345k views per month

Audience male 70% / female 30%

71% audience retention rate

82k subscribers

DRINKS TUBE

Jamie Oliver

The Craft Beer Boys Rich Hunt

DRINKS TUBE THE TALENT

Sarah Warman Simone Caporale

Amelia Singer

Camille Vidal

We are a unique media owner, and our portfolio offers opportunities for fully integrated brand experiences, seamless partnerships and advertising solutions.

Were commissioners, producers and publishers and want to work with brands to develop entertaining, thought-provoking and compelling content that runs across all media touchpoints TV, books, digital and print media.

YOUR BRAND

Social media posts

#

TV & content production company

BRAND OPPORTUNITIES

Food Tube & Drinks Tube

TV Online opportunities

Creative

production agency

Magazines

LicensingRecipe app

Books

KEY GLOBAL MARKETS

UKUSA AustraliaNew ZealandScandinavia Germany CanadaRUSSIABRAZILnetherlands

The challengeProve the benefits of 4G connectability on your mobile by creating an entertaining, shareable YouTube video.

The strategyWe worked with Google and EE to create a piece of engaging content on Food Tube, rather than an ad that could easily be ignored.Using YouTube talent and a YouTube brand, the key was that the audience didnt feel like they were watching a commercial for a mobile network.

Date of activation: September, 2013

Kevin Bacon and Jamie Oliver in The Great Bacon Sarnie Battle

CASE STUDY EE

The creativeThe Great Bacon Sarnie Battle, a clash between EE ambassador, Kevin Bacon, and Jamie Oliver with a clever 4G twist, which was created in the style of all other Food Tube videos.

EE BACON DONT BUFFER

Social media commentary

3.1m views

EE RESULTS

+ =

Brand AWARENESS

industry award winner positive community response

most-watched videoon Food tube:

The challengeIncrease the international online noise around the brand during the key holiday season, as well as generating new usage occasions by demonstrating the versatility of Hellmanns core products

The strategyCreate innovative, bespoke recipes to be broadcast globally on a Food Tube hub fronted by Jamie and the network. Support the videos internationally through paid media, social media and localised content.

Date of activation: December, 2013

CASE STUDY HELLMANNS

Hellmanns advent calendar

HELLMANNS COUNTDOWN TO CHRISTMAS

The creative

The Countdown to Christmas, an advent calendar with new video content uploaded every day, rolled out across the key target markets of the UK, US, Canada and Brazil.

The videos were supported by an app created especially for the campaign, as well as social media pushes from both Hellmanns and Jamie Oliver.

A co-branded YouTube tru-view campaign helped to push the campaign internationally. Additionally, we localised competitions on JO.com which boosted reach and engagement.

HELLMANNS COUNTDOWN TO CHRISTMAS

Active and passive product placement

target market viewsincreased MONTH-ON-MONTH:

HELLMANNS RESULTS

SOCIAL MEDIA IMPRESSIONS: MEDIA IMPRESSIONS:

OUR GOAL: FINAL VIEWS:

2M+225%

1M 6.5M

1M

The challengeIncrease mass awareness of Uncle Bens brand, rice products and partnership association with Jamie Oliver.

The strategyCreate a two-phase high-profile campaign, launching with longer-term mass-reach TV and national press, then supporting that through short-term, more bespoke, engaging content online. All touchpoints would have Jamies usage of rice products and advocacy of the brand at the heart of the campaign.

Date of activation: June-November, 2013

CASE STUDY UNCLE BENS

Live cook-a-long

The creativeTo launch, Uncle Bens rice was the sponsor of and was product placed in Jamies Money Saving Meals and the accompanying book, Save With Jamie, which was enhanced by a huge on-pack promotion the partnership was advertised on 22 million rice packs in-store around the UK.

CASE STUDY UNCLE BENS

On-pack promotion for Save With Jamie book

CASE STUDY UNCLE BENS

Product placement during Jamies Money Saving Meals

The creativeAfter securing mass-market reach over a number of weeks, we created Uncle Bens Search for a Food Tube Star, a global competition to find a new online cooking star. As the competition closed, a cook-a-long campaign, encouraging our audience to cook along with Jamie during the next Uncle Bens sponsored live show was launched.

CASE STUDY UNCLE BENS

Uncle Bens Search for a Food Tube Star finalists

The creativeThis was supported in the days prior to the live show by disruptive national press, online banners and social media pushes on Jamies platforms. The show itself contained visible branding and active product placement and culminated in the announcement of the competition winner.

CASE STUDY UNCLE BENS

Competition winner: Felicitas Pizarro

PARTNERSHIP AWARENESS

SEARCH FOR A FOOD TUBE STAR ENTRIES:

SEARCH FOR A FOOD TUBESTAR video views:

UK POPULATION REACHED:

503 260k

91%

UNCLE BENS RESULTS

+

SOURCESSOURCES

tv Audience: Channel 4 viewing figures 2013

JamieOliver.com All figures: Google Analytics: Monthly stats November 2014

social platforms Respective Platforms: November 2014

Magazine Demographics: TGI Q1 2014 Report

Lifestyle Statements: Jamie magazine reader survey, October 2012

food tube All figures: YouTube Analytics: Monthly stats November 2014

#3 food channel in the world and #1 food channel in EMEA are based on YouTube subscriber numbers

drinks tube All figures: YouTube Analytics: Monthly stats July 2014

case studies EE: YouTube viewing figures: July 2014

Hellmanns: Target Market views (Average of increase in views between November and December 2013) and Final Views: YouTube Analytics report for Unilever Feb 2014 / YouTube Analytics

Uncle Bens: Mars Post Campaign Report 2014

CONTACT US: [email protected]