Tesco and TV chef Jamie Oliver have built on their five-year partnership by working together to bring a new advertiser-funded series, Jamie’s 5 Ingredient Meals, to screens this month.
The four hour-long programmes will air on Channel 4 from next Monday. They are based on Jamie’s bestselling book, 5 Ingredients Mediterranean, and show how just five ingredients sourced from Tesco, can be transformed into budget-friendly meals.
The cost per serve of the recipes starts from as little as 50p and the maximum will be £1.70. At least two recipes per show will cost under £1 per serve.
New ‘Tesco idents’ will intro and outro each quarter of the show, featuring the five Ingredient dishes. The Tesco products being used in each dish will also feature around Jamie’s kitchen.
Tesco Group Customer Director, Emma Botton, said: “Although families are keeping a close eye on the household budget, they still want to create meals that are delicious and interesting, using ingredients that they already have at home or that they can get by popping down to their local Tesco store. Jamie’s energy and passion is infectious and we’re sure he’ll inspire families up and down the country to have a go at the recipes in their own kitchens.”
Tesco and Jamie Oliver are supporting the new series via their own channels, across social and digital platforms. The recipes will be available on the Tesco Real Food website.
NAM Implications:
- This initiative ticks all the right boxes in terms of…
- Relevance, timing and cost to consumer.
- Author support and retailer opportunity.
- One to watch…
