Lurpak in the UK to sponsor Jamie Oliver's new Channel 4 series "Jamie's Kitchen".
In a new departure, the Lurpak butter brand has signed a sponsorship agreement for a TV programme with Jamie Oliver, the high-profile chef. Aimed at strengthening Lurpak’s image with younger consumers, the Lurpak name will be featured at the beginning and end of each programme and during commercial breaks.
"Jamie Oliver is regarded as cool, modern and down-to-earth and his personality and cooking style appeal to the 18-35 age group," said Danny Micklethwaite, Brand Manager for Lurpak at Arla Foods in Leeds. "During the series Jamie will encourage young people to think about what they're eating which marries well with what we want to achieve."
Each programme will follow the fortunes of a group of young people who will be trained by Jamie to be professional chefs in a new Jamie Oliver restaurant in London. The five-part series will start on November 5.
Jamie Oliver's cookbooks and TV series have made him into one of the UK's most popular chefs.