Woolworths’ ‘Jamie’s Table’ spruiks Oliver books and products
Days after a public backlash over putting a levy on producers to pay for a Jamie Oliver fresh produce campaign, Woolworths has launched a new initiative featuring the British chef.
‘Jamie’s Table’ sees weekly ads which are changed to reflect in-store promotions.
Created by Droga5, the campaign uses Oliver to explain the ‘Jamie’s Table’ concept while Woolworths employee, Ashleigh, introduced in the online shopping ad, highlights the weekly promotions.
https://www.youtube.com/watch?v=s3vKVWjYbkM
Located near the front of stores, Jamie’s Table displays recipe cards along with fresh food that makes up the ingredients.
Early this month the brand facing a backlash to the Jamie’s Garden collectable cards campaign which was funded by charging suppliers a 40 cents-a-crate levy .
A spokesman for Woolworths told Mumbrella that suppliers were not being asked to fund the Jamie’s Table campaign, saying: “The voluntary contribution was only for the six weeks of collectables and to help pay for that campaign. Jamie’s Table is ongoing so is paid for through the normal marketing means.”
Meanwhile, Oliver’s Jamie’s Garden toy range at Woolworths was declared hazardous to children, with all the toys, which formed part of a campaign fronted by Oliver to encourage children to eat more fruit and vegetables, recalled by the supermarket giant.
“All characters may have poorly attached hands and feet, which can come free from the main body and could result in a choking hazard for small children,” the recall notice read.
Credits:
- Droga5 – Agency
- David Nobay – Creative Chairman
- Jo Sellars – Creative Director
- Peta McDowell – Head of Art
- Jamie Clift – Head of Client Business
- Jonny Berger – Business Director
- Will Dennis – Business Manager
- Katrina Morelli – Senior Broadcast Producer
- Fat Lemon – Production
- Jane Bolton – Production Company Executive Producer
- Cabell Hopkins – Production Company Producer
- Chris Faith – Director
- The Editors – Post
- Nylon – Sound
- Client – Woolworths Limited
- Anna Lohe – Head of Brand Communications, Supermarkets
- Jane Willersdorf – Brand Manager
- Spring – Final Production and Edit
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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The Jamies Table ads have been on air for at least one month and the Online shopping spot aired at least 6 weeks ago. Ashleigh has been a public face of Woolies appearing in TV and print ads for over a year. Looks like you only want to talk about it now that you think you can tack some kind of controversy to it.
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Hi Do your research,
Thanks for your comment. The ad has been running for a while now, we’d been waiting to hear back from Woolworths with the relevant agency details. We chose to link back to the online shopping spot as we had written about it previously and it provided some continuity for the use of Ashleigh and some further background around Woolworths campaigns.
As the timing of our publication of the campaign coincided with the news of the soft toy recall it was appropriate to acknowledge the wider context of the Jamie Oliver campaign, including the problems it has been facing and which have been widely reported on by the media.
Cheers,
Miranda – Mumbrella
Whenever I see a Jamie Oliver ad for Woolworths I think of Aussie farmers being ripped off and toys that could injure children.
As far as the whole Jamie strategy goes it could be labelled as a very expensive an unsuccessful “oops”.
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So Woolworths is to launch a new initiative. Remind me – when do you launch an old initiative?
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Pluto – it is possible to launch an old initiative.
Just look at Channel Ten and Family Feud with Gran Denyer.
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I’m with Pluto. If it’s an initiative, it’s new by definition. A new initiative belongs in the dictionary of Mossopisms along with forward progress, totally surrounded and completely destroyed.
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