Both brands will be working on food education and hands-on cookery lessons

Part of Whirlpool Corporation, Hotpoint has started a partnership with the Jamie Oliver Group across Europe, combing the chef’s cooking from scratch philosophy with the aim of becoming number one in cooking appliances.

The company recently launched a TV advertising campaign for its first full cooking suite in five years.

Both brands share the vision that good food and the ability to cook it should be easy and accessible to everyone, and together they will be working on food education and hands-on cookery lessons.

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The partnership will see specially shot content across Jamie’s online media and supported by Hotpoint’s social and digital media, as well as in-store activities.

It will also include Hotpoint sponsorship of the Jamie Oliver Cooking Schools and Jamie’s Food Foundation will be partnering with the appliance brand to take culinary skills on the road with a mobile cookery school.

Jamie Oliver group commercial director Lisa Tookey commented: “We’re delighted to be working with Hotpoint to help bring Jamie’s food revolution to a whole new audience. The innovative campaign will give consumers different access points to bespoke Jamie content; from social media platforms to direct access via the food trucks. It’s great to work with a brand partner who shares the same vision of helping people make better food choices and giving them the all-important know-how.”

Whirlpool UK marketing director Fiona Hope added: “The launch of our partnership with Jamie Oliver is another big step in re-staging the Hotpoint brand. The campaign is designed to engage with our target audiences through products and hands-on activity, making it easy for consumers to get involved and be inspired.

“Jamie is a natural fit for Hotpoint and by combining our technology and design with Jamie’s enthusiasm and talent, we are on a mission to change the ways households enjoy their time in the kitchen.”