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.

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.


  • 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


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