Jamie Oliver - Brand Report

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

The positive feedback on products to assure quality and may lead to a purchase decision. Endorsements by celebrities and models play an important role in such buying patterns.

Use of celebrities in advertising is no new concept, companies have used celebrities to sell everything from cars, to moisturizer. Celebrities, due to our consumerist and media based society, are the ideal salespeople. (Wright, 2015) PETA’s campaign team understands that celebrity can help sell products and put a spin on that marketing technique by using celebrity endorsement in order to sell their ideals, and a vegetarian/vegan lifestyle. Celebrity endorsement can help companies and non-profit organizations such as PETA to gain public recognition, and to make a strong impression on viewers and consumers, so that they will remember the product, or in PETA’s case, consumers will remember the ideals and advocacy that the organization is promoting. (Fleck, Korchia, & Le Roy, 2012) It’s also apparent that a celebrities attractiveness has something to do with it as well. Fleck, Korchia, and Le Roy also state that “A celebrity spokesperson's physical attractiveness has a positive impact on brand recall, attitude toward the brand and purchasing intent”

Consumers who purchase their own food and make their meals at home will be able to compete with Jimmy John’s on both price and nutritional value, but will not have the speed or ease of ordering a sandwich from Jimmy John’s.

Sandwich Blitz has a great success going for the organization. Using organic ingredients sets the company apart from other lunch shops. The locations they have chosen; near a hospital and universities to provide nutritious food gives restaurant-goers a health-conscious

When lunch boxes first came out they were actually metal boxes to store your food in. The first lunch boxes were usually old recycled tobacco boxes. After a while, kids started to want to bring their own lunches to school with them. The first commercial lunch box was starring mickey mouse. In the golden age (1950s-1970s) decorating lunch boxes with pop culture had started to happen. Later on, the metal lunch box had soon gone out of business because people had started to make plastic lunch boxes, which were cheaper to make. The polyester bag had become even more popular because it was easily stored in many different places. People believe that the evolution of lunch boxes will have grown enough to be able to heat up your lunch if it is necessary,

It is not uncommon to see celebrities on TV market in other products, author Sue Jozui has other opinions. Author Sue Jozui in her excerpt, explains her view that there should be rules for celebrities endorsing other products and being misleading. The author supports her opinion by first explaining about how a celebrity may advertise a coffee, or a brand of car. She continues by arguing that advertisements are misleading. The author´s purpose is to draw awareness to this issue and wanting a prompt change so that new rules can be put in place to regulate the marketing and advertising industry. The author sets an informative tone for the consumer. The argument Sue Jozui, the author is making is that she believes there should be rules on celebrity endorsements, however the consumer may disagree because they have the power to buy the product.

Now, the marketer wants to lunch, ugly food in the United States, and it would be an opportunity for Kroger to be first to introduce this thing. People will show the interest to new products because in our country food is wasted a lot. Such Efforts are very rare in the United States so far. Although, ugly food is relatively cheap then other food, and have the same taste.

Hungry Jacks, a substantially enormous take-away company is building a store in Jimboomba. The people who live in Jimboomba have never experienced those ‘better burgers’ at Hungry Jacks in their local area yet, but this does not mean Jimboomba is shy to a vast amount of take-away shops. MacDonald’s, Dominos, Red Rooster, Subway, Noodle-Box and KFC are all massive take-away companies that have had their place in Jimboomba for a while now, yet there has never been a Hungry Jacks.

Promotion with famous people is not the only trick the food industry has up its sleeve. It couldn’t survive if it only used promotions. So instead, they focus on one of the most naïve and gullible demographic: children. If I were to ask what your favorite foods from childhood were, most people would list sugary cereals and packaged food. To this day, I have a love for Fruity Pebbles that is unrivaled by other cereals. And looking at the cereal aisle, you’ll see why.

Celebrities and consumers alike have evolved thoroughly throughout the years, which has led to them overlapping quite exponentially. Personalities are interlinked majorly with consumers since without the other; the other would cease to exist. This is evident as celebrities livelihood relies completely upon the consumer culture of citizens, which is what makes them famous, and gives them that celebrity role. Whilst this is apparent, the links involve

He is most known for his typically English cuisine that has garnered him numerous television shows and restaurants. Born and raised in the village of Clavering, Essex, he was educated in London before taking his first culinary engagement at Antonio Carluccio's Neal Street restaurant as a pastry chef. In this capacity he was noticed by the BBC and in 1999 debuted his television show, The Naked Chef which was followed by his first cook book subsequently becoming the No. 1 bestseller in the UK. After his Naked Chef Series he was endorsed by multiple companies and expanded his television capacity to include a documentary called Jamie's Kitchen; garnering him an invitation from the Prime Minister to 10 Downing Street. In June 2003, Oliver was honored as a Member of the Order of the British Empire. In 2005, Oliver initiated a campaign originally called Feed Me Better to move British schoolchildren towards eating healthy foods and cutting out junk food; this campaign was eventually backed by the British government. Soon after he launched his first high-end restaurant, Jamie's Italian, in Oxford in 2008 and hosted a TED Talk winning him the 2010 TED

Oliver’s offers unique features to the stores that continue to bring in customers. Not only do they carry health and beauty aids they also hired an in-store therapist four evenings a week to do massages. Gourmet foods is also in abundance within Oliver’s stores along with an assortment of imported cheeses, a 3000 square-foot wine department staffed with two full time employees at all times, a deli and salad bar with a seating area, which also includes a cold case of Oliver’s brand name take-and-eat foods which are made in the deli of the Santa Rosa store. Music is played on store boom boxes and is chosen by the employees.

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research