International launch of ‘Jamie Cooks Italy’ at Mipcom 2018
Brief:
To create an exclusive and memorable branded experience, hosted by The Jamie Oliver Group and Fremantle, to promote both the Jamie Oliver brand and international sales of the Jamie Cooked Italy series at MIPCOM.
My Role:
As VP of Events , I was the lead on the invite only launch event for the Jamie Cooks Italy series at MIPCOM. We devised a concept that included an informal presentation and Q&A with Jamie Oliver and Gennaro Contaldo, followed by a family-style feast of sharing plates, imitating a Nonna’s table, through which both Jamie and Gennaro shared personal time with 100 international top TV buyers.
To produce an intimate branded dining experience, we negotiated a full takeover of a high-end French restaurant near Cannes, inclusive of its kitchen facilities and staff, who were supervised by Jamie Oliver's lead chef to prepare recipes from the ‘Jamie Cooks Italy’ TV series. The dishes were then served in rotation, with face-to-face time with Jamie and Gennaro, as they moved from table to table to interact with guests. The rustic venue style and dressing were based on inspiration taken from the TV series, to create the feeling of an informal family dinner in a Nonna’s kitchen.
End Result:
The events success resulted in increased international sales of the series, and strengthening Fremantle’s relationship with The Jamie Oliver Group by achieving ‘a true representation of the brand’ as fedback by Jamie himself.
