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Lurpak revisits Jamie's kitchen

Press release   •   Sep 29, 2003 11:51 BST

Following the massive success of Jamie's Kitchen on C4, the channel recently returned to his restaurant to see how things have gone. Lurpak teamed up with the programme again following the success of its original sponsorship.

"Return to Jamie's Kitchen was a two part series revisiting Jamie Oliver, the trainee chefs and the restaurant "15" to see how they got on. We sponsored the beginning, middle and end credits again," explained Mandeep Kang, Lurpak brand manager.

"Jamie's Kitchen was one of the biggest and best performing programmes on C4 last year and received lots of press coverage and, on average, over 5 million viewers tuned in for each programme.

"The series also helped us target younger consumers so the sponsorship of Return to Jamie's Kitchen will be another boost to the brand," added Mandeep.

The tie in with the programme also provided Lurpak with the ideal opportunity to advertise their latest promotion 'Savour the flavour of Jamie's Kitchen'.

Lydia Smith, business account manager for Sainsbury's said: "The win a master class promotion is the biggest piece of tailor made activity we've done with Sainsbury's so far and is an excellent example of customer marketing, branding and sales all working together."

"The promotion is to win a master class with Jamie Oliver at his restaurant for five consumers, each with a friend. All people have to do is buy two 250g Lurpak Classic and fill out an entry form. There are also 25 signed books by Jamie Oliver as runner up prizes," added Sarah Burrows, customer marketing manager.

The promotion is running in over 400 Sainsbury's stores.

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.