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Jamie Oliver Braves Polar Bears...


And Arctic blizzards to promote his Youngs frozen fish range in new major campaign

Jamie Oliver Braves Polar Bears...
Jamie Oliver finds himself at the mercy of the Arctic elements in a new campaign for his Jamie Oliver by Young’s frozen-fish range. The TV ad, which debuts during Celebrity Big Brother next Monday (Jan 23rd), sees Jamie and his kitchen transported to the ice caps of Alaska, where some of the fish in his frozen range are caught. While attempting to make his fishcakes, Jamie struggles to contend with Arctic gusts, freezing temperatures and a polar bear.
Jamie Oliver launched his own frozen-fish range late last year, championing high-quality and sustainable alternatives to species such as cod and haddock. The range, which has sold more than 2.6 million fishcakes since its launch, features MSC-certified fish fingers, crispy fishcakes and little meals for kids, all made from Young’s responsibly sourced salmon and pollock.
Jamie Oliver explains, “In this ad I’m freezing, the weather’s terrible, everything’s going wrong, and ultimately I get my ass kicked. I hope it gives a sense of the lengths we’ve gone to in order to find sustainable fish for my range. The pollock I use is filleted and frozen within hours of being caught, keeping it as fresh and delicious as possible.”
The Jamie Oliver by Young’s range is made in Grimsby and available throughout the UK in Asda, Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose (RRP £1.99). For an exclusive preview of Jamie’s new ad before its TV debut, visit from 20th January.
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Categories: Food, Thu, 19 Jan 2012 15:00:00 GMT