Celebrity chef Jamie Oliver partnered with Moy Park, a leading global poultry supplier, to introduce a new line of high-welfare, pre-prepared chicken products to the UK and Irish grocery markets. This collaboration aimed to combine Moy Park’s high standards in poultry welfare with Jamie Oliver’s reputation for quality, home-cooked meals. It marked a significant move for the Jamie Oliver brand, expanding its product range to include chicken for the first time, following Oliver’s public campaign on improving poultry welfare.
We needed to launch this new product line in a way that would both enhance Moy Park's reputation as a provider of high-welfare poultry while aligning with Jamie Oliver’s strong advocacy for ethical food practices. This launch needed to build consumer trust and resonate with Jamie’s audience, highlighting both taste and welfare standards, and effectively positioning the product in competitive retail environments across the UK and Ireland.
To bring the product line to market, we developed a comprehensive launch campaign tailored to the UK and Irish retail spaces. This involved collaborating with Jamie to design and art-direct a photoshoot, as well as creating print and digital assets for use across key retailers such as Sainsbury's and Tesco. The campaign leveraged various shopper marketing touchpoints, including press ads in top publications, in-store media like shelf barkers, and aisle bus-stops to capture attention. Our approach ensured maximum visibility across consumer, grocery, and out-of-home advertising channels, successfully supporting the product’s entry and impact in the market.
