Quintessentially British brands Jaguar Land Rover and Jamie Oliver have collaborated to showcase the future of food and create a unique kitchen in a car. The bespoke vehicle was a dream of Jamie Oliver’s, designed by Jaguar Land Rover’s Special Vehicle Operations (SVO) and reflects the versatility of the new, fifth-generation Discovery. The partnership highlights the innovative vision of both brands.
The seven-seat Discovery is suitable for bigger families, like the 7-strong Oliver brood. This model is no stranger to makeovers and has been adapted for use by the emergency services and the military, but this is the first time the SVO has kitted one out with culinary gadgets.
Jamie Oliver worked alongside the team from Jaguar Land Rover to bring his vision to life; the result is the only Discovery in the world with a toaster in the centre console and a rotisserie driven by the power take off. Other features include a slow-cooker that sits beside the engine, a pasta maker, a gas hob and a deployable dining table and worktop, all of which are powered by the car and work as you drive. There is even a herb garden and spice rack in the rear windows.
We caught up with Lisa Tookey, Chief Revenue Officer and Head of Commercial Partnerships at Jamie Oliver Group, to find out more about the partnership.
Q> What was the rationale behind the Jamie Oliver Group / Jaguar Land Rover partnership?
LT> This partnership is a marriage of two quintessentially British brands. Jamie is a long-term fan of Jaguar Land Rover, having driven and owned one for many years, and as a result it feels very natural and authentic. Family and innovation is central to both brands, and this collaboration is about taking these values to another level with a truly multi-functional creation. What’s more, it has 7 seats and there are 7 Olivers!
Q> Why Jaguar Land Rover and how do you feel it complements and amplifies the Jamie Oliver Group brand?
LT> Jaguar Land Rover is an incredibly well-established, trusted brand both in the UK and globally and prides itself on its incredible charity work with the likes of the Red Cross. It is also hugely versatile and similarly to Jamie, feels at home in both rural and urban settings – we wanted to bring the two together, have fun and celebrate what makes both brands special.
Q> Why are premium partnerships such as this important to JOG?
LT> Jamie is passionate about working with similar and likeminded brands that share his vision. Thinking back to other long-term partnerships, we feel that great brands are often better together. This collaboration has been in the making for a year and half, from the build of the car through the JLR Special Vehicle Operations unit to the creation of the video content with Jamie's content team.
Q> What sort of results/response do you expect to see?
LT> This is a beacon partnership that showcases the breadth of Jamie's appeal and content. We are a business that wants to continually inspire our audience with innovative storytelling, products and services. We always want to deliver the unexpected and believe that this partnership does just that whilst showcasing the future of food, technology and family life.
David Fairbairn, Head of Bespoke at SVO, said: “As a team, we never imagined we would be asked to produce wheels that churn butter so it has been great fun working alongside Jamie to bring his vision to life. He really wanted to push the boundaries of what was possible with this versatile vehicle and the team fully embraced the challenge.
“Discovery helps our customers make every day an adventure, and this special vehicle will give Jamie and his family the chance to cook amazing meals anywhere they want to. The Bespoke team was created by SVO to enable us to really understand our most discerning clients’ needs, so we can tailor vehicles to suit their lifestyle.”
You can watch a summary of Jamie’s Discovery story here
. He has also filmed a three-part series for his Food Tube channel that follows the build process and shows him cooking for his family with the bespoke Discovery. The first episode goes live at 18.00 GMT on Thursday 5 October, click here