Support 100 years of independent journalism.

  1. Business
8 October 2012

The ADgenda: Jamie Oliver’s Cook it, Snap it!

Annoying ad campaigns.

By Sophie Barnes

Jamie Oliver divides opinion. An unassuming little fella he first took to our screens with a bish bash bosh approach to cooking, teaching us that it’s ok to make sub-par vaguely edible food as long as you do it with a cheeky grin and a wink. There were a few naysayers but we chucklingly dismissed them as out of step. After all this was Jamie, our lad about town. He clearly couldn’t believe his luck, having come from humble beginnings in the kitchen of his dad’s pub he was now fronting a primetime cookery show where the more slapdash and lairy he was, the more the public lapped it up –  chuck in some pasta, add a bit of salt, you got yourself a gourmet meal. He quickly maximised his exposure, tramping through fields squeezing mozzarella balls as the poster boy for Sainsburys and made time to set up pretty worthwhile projects like Fifteen, giving employment to teenagers who were struggling. But clearly, he never wanted this fame – his face grinning out from every bookshop window, his merchandise packing the supermarket shelves – such fame was too much responsibility for one man to shoulder. All this had been a little joke that got out of hand, a dare conceived down the pub – fake an Essex accent, throw some food around a kitchen and see how long it takes the British public to cotton on.  The adoration of the British public has lost its appeal for Jamie, it’s the only explanation for the frankly antagonistic move he’s now pulled. He’s going out with a bang, with the ultimate annoyance that will make the public shun him forever. He’s done his research and discovered that the most heinous culinary crime is taking incessant photos of food. A pastime that has seen a surge in popularity recently thanks to the young things’ obsession with Instagram – a tool that lets you add a rosy vintage-feel filter to photos, magically turning your sausage and mash into gourmet fodder at the tap of a button. So popular is this penchant for documenting every morsel that passes our lips that there are whole websites devoted to it, and now Jamie’s cashing in. With his Cook It, Snap It! ad campaign – a call-out to the nation to buy his latest cookery book, have a go at piling all the ingredients together, and then photograph the results which will be compiled into yet another stocking filler – no doubt he’s hoping that in one fell swoop he can line his pockets for the future and piss off the British public enough that they will leave him be. Life of a solitary mountain goat herd, here he comes.

Select and enter your email address Quick and essential guide to domestic and global politics from the New Statesman's politics team. A weekly newsletter helping you fit together the pieces of the global economic slowdown. The New Statesman’s global affairs newsletter, every Monday and Friday. The best of the New Statesman, delivered to your inbox every weekday morning. The New Statesman’s weekly environment email on the politics, business and culture of the climate and nature crises - in your inbox every Thursday. Our weekly culture newsletter – from books and art to pop culture and memes – sent every Friday. A weekly round-up of some of the best articles featured in the most recent issue of the New Statesman, sent each Saturday. A newsletter showcasing the finest writing from the ideas section and the NS archive, covering political ideas, philosophy, criticism and intellectual history - sent every Wednesday. Sign up to receive information regarding NS events, subscription offers & product updates.
  • Administration / Office
  • Arts and Culture
  • Board Member
  • Business / Corporate Services
  • Client / Customer Services
  • Communications
  • Construction, Works, Engineering
  • Education, Curriculum and Teaching
  • Environment, Conservation and NRM
  • Facility / Grounds Management and Maintenance
  • Finance Management
  • Health - Medical and Nursing Management
  • HR, Training and Organisational Development
  • Information and Communications Technology
  • Information Services, Statistics, Records, Archives
  • Infrastructure Management - Transport, Utilities
  • Legal Officers and Practitioners
  • Librarians and Library Management
  • Management
  • Marketing
  • OH&S, Risk Management
  • Operations Management
  • Planning, Policy, Strategy
  • Printing, Design, Publishing, Web
  • Projects, Programs and Advisors
  • Property, Assets and Fleet Management
  • Public Relations and Media
  • Purchasing and Procurement
  • Quality Management
  • Science and Technical Research and Development
  • Security and Law Enforcement
  • Service Delivery
  • Sport and Recreation
  • Travel, Accommodation, Tourism
  • Wellbeing, Community / Social Services
I consent to New Statesman Media Group collecting my details provided via this form in accordance with the Privacy Policy
THANK YOU

Content from our partners
The cost-of-living crisis is hitting small businesses – Liz Truss must act
How industry is key for net zero
How to ensure net zero brings good growth and green jobs