Following the massive success of Jamie's Kitchen on C4, the channel recently returned to his restaurant to see how things have gone. Lurpak teamed up with the programme again following the success of its original sponsorship.
"Return to Jamie's Kitchen was a two part series revisiting Jamie Oliver, the trainee chefs and the restaurant "15" to see how they got on. We sponsored the beginning, middle and end credits again," explained Mandeep Kang, Lurpak brand manager.
"Jamie's Kitchen was one of the biggest and best performing programmes on C4 last year and received lots of press coverage and, on average, over 5 million viewers tuned in for each programme.
"The series also helped us target younger consumers so the sponsorship of Return to Jamie's Kitchen will be another boost to the brand," added Mandeep.
The tie in with the programme also provided Lurpak with the ideal opportunity to advertise their latest promotion 'Savour the flavour of Jamie's Kitchen'.
Lydia Smith, business account manager for Sainsbury's said: "The win a master class promotion is the biggest piece of tailor made activity we've done with Sainsbury's so far and is an excellent example of customer marketing, branding and sales all working together."
"The promotion is to win a master class with Jamie Oliver at his restaurant for five consumers, each with a friend. All people have to do is buy two 250g Lurpak Classic and fill out an entry form. There are also 25 signed books by Jamie Oliver as runner up prizes," added Sarah Burrows, customer marketing manager.
The promotion is running in over 400 Sainsbury's stores.