SHIT

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How has Jamie Oliver Affected the Sales at Sainsbury’s PLC

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An Introduction in to “The Naked Chef” Jamie Oliver

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Straight in to the food business, classic English pub-resteraunt. West Minster Catering College River Café owned by Rose Gray and Ruth Rogers specializing in Italian Cuisine Jamie Oliver Born May 1975

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The start of Jamie Oliver. His first TV appearance was in a documentary about River Café in 1998 After this 5 Productions got in contact with Jamie Oliver to discuss a possible show. The ‘Naked’ Chef was then realised in 1999. Other Television Shows: -Jamie’s Kitchen 2000 - Jamie’s Kitchen Australia 2006 -Jamie Oliver School Dinners 2005 -Jamie’s Great Italian Escape and Jamie at home 2007 -Jamie’s Fowl Dinners and Jamie’s Ministry of Food 2008 -He is now the public face of Sainsbury's PLC

An introduction to Sainsbury’s : 

An introduction to Sainsbury’s

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Sainsbury’s -Longest major food retailing chain -Serving 18.5 million customers per year -Market share of 16% -Biggest stores have over 30,000 products. - Have a clothing range called TU for the last 5 years -Sainsbury's TU takes 1 million transactions per week. -With over 800 stores in the UK.

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The New Face Of Sainsbury’s

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Jamie Oliver The New Face of Sainsbury's PLC -Jamie was hired in 2000 as the “New Face” by Sainsbury’s as part of their brand new advertising campaign -Sainsbury’s pay him £1.2 million a year + to do TV commercials -Plays part in developing new and inspirational food ideas with Sainsbury’s What Jamie said about him being employed by Sainsbury’s: “As far as I’m Concerned its about getting even better food on the shelves for normal people to be able to have a nice bit of tucker. I'm well chuffed to be working with Sainsbury’s on this one.” What Sainsbury’s Marketing Director said: “Jamie takes the mystery out of cooking, fired people up with enthusiasm and confidence in the kitchen and appeals to everyone regardless of age and ability. “

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Jamie Oliver & Sainsbury's team up to feed Britain's families for a fiver -This is one of the most well known projects within the Advertising Campaign in 2008. -This was fronted by Jamie Oliver -The aim was to give healthy nutritional meal ideas to the cash strapped family of fours. -The first idea was the meat balls and spaghetti -The £5 idea came from offering hungry families meals at lower prices than a century ago, which was near world war 1.

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Sainsbury’ s Latest Advertisement with Jamie Oliver.... Flatbed Truck -New Christmas Ad 2009 -Each advert is Jamie travelling to different parts of the UK. -He gives cooking tips and brought up the Christmas spirit, in a 20 foot working kitchen in the back of a truck. -Each 60 second advert shows how a whole Christmas Dinner can be bought for £50. -Includes a lot of their basic range. Including their diced beef range, and how cheap it is compared to an every day product

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Has Jamie Affected the Sales at Sainsbury’s PLC

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Has Jamie Oliver affect sales? -In the first 2 years, since the campaign began, it gave Sainsbury’s an extra £1 billion of sales. -By 2004 Jamie had made 65 adverts with Sainsbury's -In 2005 Jamie used Sainsbury’s new advertising slogan, urging customers to “Try Something Different” by suggesting recipe ideas. -In October 2009 Sainsbury’s claimed to have most of the products in this advert to have doubled. -Sainsbury say that from the campaign “feed your family for a fiver” has caused Basic Sainsbury’s products to be selling much more now than the Taste the Difference Range.

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How did Jamie Oliver affect sales? -Jamie affects the sales in other ways rather than just from Sainsbury’s adverts (contract). -He ran a Campaign on television about organic chickens. -Which Sainsbury’s claimed to have seen a rise in free range, organic chicken soared by 50%

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Conclusion

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In Conclusion... This shows that Celebrity endorsement has defiantly worked in this case, as Jamie Oliver featuring in advertisements has caused the sales to have increased by an outstanding amount. But we can not forget that it hasn’t only helped Sainsbury’s it has caused Jamie Oliver’s profile to get larger and more well known. Also you have to remember that now after this advertisement that when you think of Sainsbury’s you think of Jamie Oliver via versa. So when you buy Jamie Oliver’s cook book, you most likely think of going to Sainsbury’s for the ingredients. People will remember this for a long time.

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References http://img.thesun.co.uk/multimedia/archive/00662/sainsburys_682_662475a.jpg http://www.tvscoop.tv/jamieoliver2.jpg http://www.jamieoliver.com/about/jamie-oliver-biog http://www.j-sainsbury.co.uk/index.asp?pageid=3 http://www.guardian.co.uk/business/2006/mar/23/supermarkets http://www.prnewswire.co.uk/cgi/news/release?id=20489 http://www.solarnavigator.net/food_and_drink/jamie_oliver.htm http://www.nakedchef.co.uk/jamie.gif http://www.coachingcanine.com/CoachingCanine/Film-Camera2.PNG.gif http://www.mahalo.com/jamie-oliver http://blogit.realwire.com/?ReleaseID=8105 http://www.guardian.co.uk/business/2008/jun/18/jsainsbury.retail http://static.guim.co.uk/sys-images/Media/Pix/pictures/2009/11/10/1257855003957/Jamie-Oliver-in-Sainsbury-001.jpg http://www.citywire.co.uk/personal/-/news/markets-companies-and-funds/content.aspx?ID=375256 http://www.sainsburys-kingslynn.co.uk/assets/images/global/SainsburysLogo.png http://www.hotukdeals.com/images/deals/220014.jpg http://www.chocablog.com/wp-content/uploads/2008/03/sainsburys-chocolate.jpg http://cobhamblogger.files.wordpress.com/2009/07/retail-jobs-sainsburys-announce-new-retail-jobs.jpg http://i.telegraph.co.uk/telegraph/multimedia/archive/01108/Sainsburys_1108425c.jpg