Hotpoint and Jamie Oliver Announce European Partnership

Hotpoint, part of Whirlpool Corporation, and the Jamie Oliver Group, have announced the start of an ambitious multi-year partnership across Europe.

The collaboration integrates Jamie’s cooking from scratch philosophy with Hotpoint’s aim to become the number one in cooking appliances and supports their new award-winning built-in range, of coordinated ovens, steam ovens, microwaves, coffee machine, warming drawers, hobs and cooker hoods.

Hotpoint & Jamie Oliver

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 live across Jamie’s entire media ecosystem, supported by activity across Hotpoint’s PR, social & digital media and in-store activities. Both brands share the vision that good food, and the ability to cook it, should be easy and accessible to everyone. With Jamie’s inspiring content, and Hotpoint’s fantastic Built-In range, the partnership will do just that.

There are also exciting 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.  Sponsorship of the Jamie Oliver Cooking Schools, will put Hotpoint cooking appliances at the heart of cooking lessons and demos inspired by recipes from all corners of the globe.

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.

“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.”
Fiona Hope, Whirlpool UK Marketing Director

About Jamie Oliver Group:

The Jamie Oliver Group is a commercial business with social purpose. We make a difference through global campaigning, creating incredible content, world-class dining experiences and products that define our values in order to educate the world around the importance and joy of real food.

The group consists of four key pillars: The Jamie Oliver Media Group, which is responsible for our award-winning content across TV, books, magazines and digital; Jamie Oliver Licensing Ltd, which handles our extensive licensed product range and endorsements; The Jamie Oliver Restaurant Group, which oversees our fast-expanding restaurant brands across the globe; and Jamie Oliver’s Food Foundation, which aims to shape the health and wellbeing of everyone, by providing access to the right information and to educate around food, by campaigning on the issues that matter, and lobbying governments and industry to do the right thing to create a healthier and happier world.