Jamie Oliver appears in online Woolworths ad alongside son to promote The Odd Bunch range

Jamie Oliver is back for Woolworths, this time appearing alongside his four-year-old son Buddy to promote the supermarket’s new The Odd Bunch range which will see imperfect vegetables sold in-store.

The range was introduced in stores in December last year. Harris Farm Markets launched a similar range and campaign called ‘Imperfect Picks’ in September last year.

The online commercial, created by production company Fat Lemon and creative agency Leo Burnett Sydney, sees Oliver and his son together in the kitchen, playing around with the unusual shaped vegetables that make up The Odd Bunch range.

Woolworths Supermarkets CMO Tony Phillips said: “As Australia’s Fresh Food People, we’re committed to inspiring a healthier Australia, including the next generation of fresh food kids. Kids like Buddy.

“Jamie shares our passion to help reduce food waste, deliver fresh produce at great prices and help farmers to sell more fruit and veg. It’s this shared commitment and Jamie’s fun and relaxed humour that made the chef and his son the perfect duo for The Odd Bunch commercial.”


  • Chief Marketing Officer – Tony Phillips
  • Campaign Managers – Jenna Hockey, Amanda Nakad
  • Creative Agency Leo Burnett, Sydney
  • Creative Directors – Scott Hignett, Joe Vantrump
  • Group Account Director – Suzie Baker
  • Senior Account Managers – Emma Brophy, Daria Willis
  • Production Company: Fat Lemon
  • Director: Chris Faith
  • Executive Producer: Jane Bolton
  • Producer: Cabell Hopkins
  • Senior Food Stylist: Ginny Rolfe
  • DOP: Olly Wiggins
  • Editor: Quin Williams @ Ten Three

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