Jamie Oliver’s FoodTube was started as a way of building a brand around Jamie in the digital space. With the decline of TV and the fast rise of digital talent in food, the platform was started as a way for Jamie to leverage his existing audience and build a fanbase on a new platform. It wasn’t just about Jamie though, it was a destination for Jamie to curate up & coming food talent on and off platform to test new styles, formats and personalities.


It also acted as a place to maintain & improve sales of existing Jamie Oliver properties and introduce new ones like branded content and subscription.


“Spirit were instrumental in the creation and first year of running Jamie Oliver’s FoodTube. They guided our editorial policy, increased our interactivity, helped us with technical aspects of live and overall gave us the confidence to make sound decisions that have helped us rapidly increase reach and win awards.”
– Zoe Collins – MD Food Tube