Jamie Oliver “Live”

08 Mar Jamie Oliver “Live”

The project at a glance

Project Title: Jaime Oliver “Live” Tour
Client: Jamie Oliver
Date: Mar 2006
Agency: Blacksheep
My Role: BDM/Sponsorship/Account Director
Media: Live Shows, Goodie Bags and Printed Program

Brief:
My Role – To generate the funds required to put on the Jamie Oliver Live Shows by way of sourcing sponsors for the event.

Working alongside Single Market Events (who promoted the shows), Blacksheep put together the creative and technical aspects of the shows – from working with Jamie’s team on recipes and show content, to designing and building the set, to providing all the crew and equipment to put the shows on.

It was the first time any chef anywhere in the world had performed a live show to an “arena” audience, and so the venue’s capacity of 6000 brought its own special challenges. The set had to be larger than life, the sound had to carry all the way to the very back seats, and the screens had to be “high definition” to ensure everyone saw the tiniest detail.

Sponsors included:

TEFAL, British Airways, Lexus, Meat and Livestock Association, Goodman Fielder, Kleenex

Success:
The 4 Shows were sell outs. The clients received exposure though: Product mentions by Jamie Oliver, ads played on large screens, leaflets and or product distributed to over 6,ooo Jamie Oliver fans via the goodie bags, and print ads in printed program.

The clients received additional coverage, as in addition to producing the shows themselves, Blacksheep also produced the “Jamie’s Australian Dairy” television show for the LifeStyle Channel.  This one-hour special was a warts and all behind-the-scenes look at Jamie Oliver’s Australian Tour in 2006, featuring exclusive scenes for his latest live show.