Former Sainsbury’s brand ambassador Jamie Oliver is renewing his supermarket ties, this time through a sponsorship deal with Ocado.
The online supermarket has signed an exclusive agreement to be the featured advertiser on Oliver’s FoodTube, a new YouTube channel owned by the celebrity chef.
FoodTube will run an un-skippable ad for Ocado before each piece of content, in which Oliver and others provide cookery tutorials.
The ad, created by BD Network, aims to position Ocado as the UK’s ‘best kept secret’, according to the company’s director of marketing and grocery retail, Lawrence Hene. The 30-second animated spot depicts a ‘landscape of playful groceries’, with a voice-over by actress Patsy Kensit inviting viewers to ‘enter the world of Ocado.com’.