Privilege signs C4 deal for Oliver show

by Media Week, Media Week 31-Jul-07

Privilege Insurance, the home insurance firm, is to sponsor a new series called Jamie at Home on Channel 4 featuring celebrity chef Jamie Oliver.

Chris Holdom at Sponsorcom and Rupinder Downie at Channel 4 negotiated
the package.

The sponsorship credits have been created by M&C Saatchi and the
sponsorship will run for 12 episodes, beginning at the start of August.

TV star Joanna Lumley is the face of Privilege Insurance on a series of

television ads, with the tagline: "You don't have to be posh to be
privileged".

Jamie at Home focuses on using homegrown vegetables and is filmed at the
celebrity chef's Essex home. It aims to show viewers how to make the
most of their garden and is in line with Oliver's drive to improve the
British public's diet. The chef is still the frontman of supermarket
chain Sainsbury's.