Woolworths & Jamie Oliver Celebrate at the Sydney Royal Easter Show

jamie 1Australian grocer Woolworths joined forces with celebrity chef Jamie Oliver to create a tasty brand experience using the Vertex Award winning products from their Woolworth Gold private brand and Created by Jamie exclusively for Woolworth, for the opening of the Woolworths Fresh Food Dome at the Sydney Royal Easter Show. The chef and fresh food campaigner recreated his mouth-watering ‘Cook & Save’ dish – Pan-Cooked Giant Prawns with Snow Peas and Butter Beans – in front of an excited audience.

The visit from Woolworths ambassador Jamie Oliver marks the brand’s 15th year as primary sponsor of the Woolworths Fresh Food Dome at the Sydney Royal Easter Show.

jamie2Oliver, a long term advocate of inspiring the next generation to cook healthy meals, got involved with one of the children’s’ activities at the Showcase by showing budding chefs how to prepare a healthy fruit snake.

Produced by BEcause Australia for the second year running, the centerpiece of the dome was the Woolworths Fresh Food Showcase. The Showcase heroes the retailers – the ‘Fresh Food People’ – by giving visitors the chance to try the best and freshest Aussie produce, orchestrating live cooking demonstrations from Jamie’s Ministry of Food and offering opportunities to meet and learn about Woolworths growers and produce.

The Woolworths Fresh Food Showcase was open from 9:30am to 8:30pm from the 26th of March until the 8th of April at Sydney Showground, Sydney Olympic Park. With 900,000 visitors over 14 days, 60 fresh food people working hard to put on a great display for customers, 70 “meet the grower” sessions, more than 40 Jamie Oliver’s Ministry of Food cooking demos, and over 50 vegetable snake activities for the children, the Fresh Food Showcase was – as ever – a highlight of the show.

Gisella D’Ambra, Sponsorship and Events Manager at Woolworths, said:

“Once again, our Fresh Food Showcase at the Sydney Royal Easter Show has been amazing, made just that little bit extra special by a visit from Jamie himself.

We’ve showcased the very best of our fresh food, our new-to-market products and our in-house brands Gold and Created with Jamie.

We love food – we love selling it and we love inspiring our customers how to use it! Our activation this year has allowed us to do this in a very interactive and engaging way.”

SOURCE: Because



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.