New Zealand avocado oil brand Olivado has scored a major coup - by signing up celebrity chef Jamie Oliver.
The TV star and Sainsbury’s advertising frontman has agreed to endorse the brand after discovering it during a trip to New Zealand two years ago.
He was so impressed with the product he told one Australian magazine he believed it would become “the next ‘it’ food ingredient”. Oliver already uses the brand at his high-profile London restaurant Fifteen which was the subject of a major TV series.
Chris Nathan, managing director of producer Olivado Gourmet Foods, said the deal had been six months in the
making. Oliver’s face and signature will now appear on bottles as part of a global push to get the brand into consumers’ kitchen cupboards.
“Jamie wanted our oil for his own label, so we asked if we could associate his name and reputation with our brand,” said Nathan. “We were thrilled when he said yes.
“He is keen to help aspiring and innovative food enterprises and fully understood that we are a growing gourmet food company and don’t have the budget to pay big star fees.”
Nathan said the aim was to use the tie-up with Oliver to double sales in both the UK and the United States where Oliver is also gaining a star reputation. Olivado is already planning a US campaign to coincide with Oliver’s promotional tour this Autumn which will see him appearing on The Today Show, The Late Show with David Letterman and The Wayne Brady Show.
Olivado launched in the UK at the end of last year and is now stocked by Sainsbury, Waitrose, Asda and Morrisons. Rival brand The Grove, also from New Zealand, is listed by Tesco and Safeway.
Simon Mowbray
The TV star and Sainsbury’s advertising frontman has agreed to endorse the brand after discovering it during a trip to New Zealand two years ago.
He was so impressed with the product he told one Australian magazine he believed it would become “the next ‘it’ food ingredient”. Oliver already uses the brand at his high-profile London restaurant Fifteen which was the subject of a major TV series.
Chris Nathan, managing director of producer Olivado Gourmet Foods, said the deal had been six months in the
making. Oliver’s face and signature will now appear on bottles as part of a global push to get the brand into consumers’ kitchen cupboards.
“Jamie wanted our oil for his own label, so we asked if we could associate his name and reputation with our brand,” said Nathan. “We were thrilled when he said yes.
“He is keen to help aspiring and innovative food enterprises and fully understood that we are a growing gourmet food company and don’t have the budget to pay big star fees.”
Nathan said the aim was to use the tie-up with Oliver to double sales in both the UK and the United States where Oliver is also gaining a star reputation. Olivado is already planning a US campaign to coincide with Oliver’s promotional tour this Autumn which will see him appearing on The Today Show, The Late Show with David Letterman and The Wayne Brady Show.
Olivado launched in the UK at the end of last year and is now stocked by Sainsbury, Waitrose, Asda and Morrisons. Rival brand The Grove, also from New Zealand, is listed by Tesco and Safeway.
Simon Mowbray
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