London - Fresh Retail Ventures has appointed Saatchi & Saatchi as the creative agency for Jamie Oliver's food range.
The first brief for the agency is the launch of the celebrity chef's new pesto sauces. The collection of six pesto sauces is the latest addition to Oliver's food range and part of his bid to establish a leading food brand in the UK.
The complete food range includes top quality pasta sauces such as hearty aubergine and olive and fiery tomato and chilli, herbs and spices such as pink Himalayan salt, pre-prepared salad bags and oils, vinegars and antipasti.
The first burst of work is likely to include print and online with further multi-channel campaigns planned for the future.
Jane Hilton, head of marketing at Fresh Retail Ventures, said: "We're increasing our investment in marketing and Saatchi & Saatchi is the ideal partner for us as we grow the Jamie Oliver food range and its appeal."
Paul Silburn, creative partner, Saatchi & Saatchi, said: "This is a great win for us. Although Jamie's brand is well-established, the food range is still in its infancy so there's a real opportunity for us to work with Jane and her team to help grow the brand."
Fresh Retail Ventures is the licensee for the Jamie Oliver brand for all food and non-food products worldwide with the exception of books, media and endorsements. It was set up in 2006 and is based in Manchester.