The Jamie Oliver team created recipes, using mayonnaise and ketchup, kicking off the autumn season with barbecue ideas. Hellmann's sponsored recipes across Jamie Magazine, on Food Tube, and online. Each week, we rolled out new ideas until Christmas/the holidays. Branding had to be consistently Jamie Oliver, with some of Hellmann's coloring and their ribbon graphic peppered throughout the sponsored page.
Design lead, creating sponsored page for our site, and working with our agency, Rabbit & Hare for one set of deliverables. Liased between our Social Media team and Commercial, Head of Art Department and Director of online, to ensure we maintained our brand, without appearing to "sell out".
First, we selected our personas:
Hosts big theme parties
Andy is young and ambitious, and needs to create fast, simple recipes with very little money. He is always hunting for recipes which include ingredients in his cupboard.
Young and single, on a tight budget
Pippa regularly has friends and family over for gatherings. At the time of the launch of the pages, it was autumn, and she planned many parties for the coming months.