Insurer LV= has secured a deal with Jamie Oliver to create a series of ‘How to’ films on his online cooking channel, Food Tube. This is the first time that LV= has worked with a celebrity chef for a YouTube based campaign and is part of its strategy to increase its social media marketing.
The six ‘How to’ films that LV= has developed with Jamie show viewers how to cook a series of popular dishes. Two of the recipes will be presented by Jamie, while the others will be hosted by three of his fellow Food Tube chefs – DJ BBQ, Cupcake Jemma and Jamie’s mentor Gennaro Contaldo.
The deal will see LV= feature as the sole advertiser on Food Tube for the duration of the campaign and LV= is working with YouTube owner Google to manage the advertising on the wider YouTube platform throughout the partnership. The videos will also be supported by a social media campaign to drive traffic to the site.
Paul Wishman, eCommerce Director at LV=, said: “We are really excited about working with Jamie on the Food Tube channel this summer. This is the first time that we have run an online digital media partnership like this and it is an important step in our strategy to expand our social media presence. The Food Tube channel is a good fit for our brand and we look forward to a successful working partnership.”
Lisa Tookey, Head of Commercial at Jamie Oliver, Ltd said: “LV= is a mutual business with strong values very much aligned with Jamie and Food Tube, so this partnership is a perfect fit. It is the first time that a non-food brand has partnered with Food Tube on such a scale and we are confident that this will be the first step in a successful long-term relationship.”
Chris Cathcart, Industry Manager at Google, said: “We are delighted to be working with LV= and Food Tube on this bespoke partnership that is only available on the YouTube platform. LV= will be using the unique targeting benefits of YouTube to reach its key target audience with engaging content created specifically for the campaign.”
The first video will be available on the Food Tube channel on Saturday 14 June with consecutive shows on the next five Saturdays.