Jamie Oliver at Sainsbury's : Analysis of a brand alliance

Purpose – Reviews an article on celebrity endorsement and brand alliance Design/methodology/approach – Reviews a case study of Jamie Oliver's endorsement of Sainsbury's Findings – Jamie Oliver launched his career as a TV chef in the late 1990s with The Naked Chef . Soon loved for his cheeky persona and approachable demeanour, he attracted the attention of Sainsbury's, a UK supermarket chain whose reputation had become outdated. The consumer market at the time understood the Sainsbury's demographic as middle aged and middle class. Oliver's charisma, his good, simple cooking, and his wide appeal to young people made him the perfect choice to revitalize their brand. In 2000, he became the face of the chain in a deal worth £2m a year. The Sainsbury's/Oliver partnership is one of the longest standing brand alliances in the UK, and has therefore attracted much analysis. Practical implications – Suggests that a celebrity endorsement should be approached as a brand alliance. Offers suggestions for further research Originality/value – Puts forward a new thesis on branding