Summary of Case

This case brings to focus the brand that TV personality Jamie Oliver has established

by promoting healthy and nutritious cooking and by inspiring cooks who are looking

for simple yet fun recipes. Using an approach that emphasizes simplicity, he aims to

remove any anxiety associated with preparing food from scratch. This philosophy has

won him many fans, who interact and engage with him on social media. Leveraging

his fame, he has entered into several co$-$branding engagements with companies like

Sainsbury$$s and HelloFresh. Discussion Questions

CS$7-1.$ Describe Jamie Oliver$$s brand personality. With which kind of consumer

personalities or lifestyle and psychographic characteristics does this brand identity

resonate?

CS$7-2.$ You have seen some examples of brand relationships that Jamie Oliver has

entered into. Can you think of other brands that would fit Jamie Oliver? Explain the

reasons why. CS$7-3.$ As you have read, Jamie Oliver also received criticism for his work. How do

you suggest Jamie should address this criticism?

CS$7-4.$ Jamie Oliver also ran his own chain of restaurants. Several had to close over

the last years due to financial difficulties. What impression do you think this makes

on the brand of Jamie Oliver?