Hot 50: JAMIE OLIVER

TV chef Jamie Oliver leapt on to TV screens in 1999 and published The Naked Chef book.

His CV is impressive, ranging from chef and campaigner to TV personality and designer. In 2000 he became the face of supermarket chain Sainsbury’s, and in 2002 he created the Fifteen Foundation, giving 15 young adults from deprived backgrounds the chance to train in the restaurant business.

In 2005, he built on his role as campaigner against processed food in schools with the TV series Jamie’s School Dinners. His emphasis on healthy eating continued with the series Jamie’s Ministry of Food.

Oliver is living proof of the power of brand extension. In 2008, he brought together designers, producers and growers fromaround the world to launch the Jme brand, with a logo by Sea Design. Oliver is an advocate for good design, and as such was awarded Client of the Year at Design Week’s 2009 Benchmarks awards.

Pearlfisher won a Benchmark in the household goods category for developing the Jme brand. Oliver branched out into retail, opening two Recipease stores branded by Williams Murray Hamm, which won a Benchmark for the work in the retailers category.