C4 pushes serious face of Jamie Oliver for latest TV vehicle

Troubled Channel 4 and the TV chef Jamie Oliver are pinning their hopes on a campaign for Oliver's new TV vehicle called Jamie's Kitchen.

The series follows Oliver as he trains a group of unemployed young people to become chefs in a brand-new London restaurant, while he also bears the pressure of supervising the building of the restaurant.

The series is being promoted with a national 96- and 16-sheet poster campaign followed by radio and print activity in titles such as OK!, Hello!, Heat and the national press.

The black-and-white posters show Oliver sitting in the middle of the new restaurant looking stressed. The strapline is: "Has Jamie bitten off more than he can chew?"

Katie Hayes, Channel 4's marketing manager, said: "We believe this campaign will help entice both fans and detractors of Jamie Oliver to tune in and find out more."

The campaign was created by Channel 4's in-house marketing department working with Idle Industries. Michaelides & Bednash devised the media strategy with buying through OMD.

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