Empowering a Brand
to do Good

Jamie's Ministry of Food

Jamie Oliver’s Ministry of Food Australia was conceived in response to a brief from The Good Guys to take them from 15% to 30% market share in the highly competitive cooking/kitchen appliance sector.

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We approached Jamie Oliver securing the opportunity to launch the Ministry of Food in Australia, and assisted in the formation and launch of The Good Foundation with whom she developed and rolled out a five-year strategy. To this day, JMoF remains highly active with a mission to tackle the ever- increasing obesity issue by teaching Australians how to shop, cook, eat better and live healthier, longer lives.

The campaign achieved the Good Guys objective within the first eighteen months. To date it has taught 40,000+ Australians to cook and eat better and generated a massive $75 million of editorial value.