Jamie Oliver promotes Ministry of Food on MySpace

by Fiona Ramsay, Marketing 15-Oct-08, 11:58

LONDON - Jamie Oliver has launched a MySpace profile to promote his 'Ministry of Food' Channel 4 TV series, accompanying book and 'Pass It On' movement, aimed at encouraging UK consumers to take up healthy home-cooking.

The profile will feature some of the chef's latest recipes in a free 'minibook' as well as other interactive content.

Five recipes from the Penguin-published book will be featured accompanied by video demonstrations. A blog by Oliver will encourage questions and debate and aim to get people cooking.

‘By giving away some of the key recipes from the book to the MySpace community I'm reaching a potential audience of more than 100m people,' said Oliver. 'Hopefully it will inspire everyone to get talking and get cooking and it's the perfect environment to get people passing on the message virally.'