Celebrity chefs will say and do just about anything for enough money. A case study in brand credibility. Find out the facts and full references in our blog post http://www.technoledge.com.au/b2b-blog/celecrity-chefs-brands-for-hire-when-the-price-is-right

1. *A CASE STUDY IN BRAND CREDIBILITY

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*‘Please don’t fall for the hype or the association to a celebrity
… Jamie – hold your head in shame!’
‘These pans are hopeless’
‘Hugely disappointing’
‘An utter waste of money’
‘Don't even think about buying it!’
‘Tefal pans are rubbish’
‘Never again!’
‘Useless Guarantee’
User feedback Amazon

3. ‘You cannot criticize a man
for going to work.
You really cannot.’
Marco Pierre White
‘But you can criticise a
man for choosing to go
to work as a pimp and a
whore.’
Eater reader
.

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Marco Pierre White is the brand ambassador for
Knorr ‘Homestyle’ stocks in the US.
‘He is no stranger to Knorr (a division of Unilever)
as he’s promoted the company’s bouillion
cubes in the UK since 2006.’
White claims to have used Knorr stock in his
restaurant kitchens for 30 years:
‘It is my secret ingredient.’ Eater
…really?

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‘There’s no
freshness like
Coles
freshness’

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Coles was found guilty of selling bakery goods as
‘freshly baked’ even though they were
made up to 6 months earlier in Europe.
‘Croissants, danishes and muffins are being shipped
frozen from Germany, Belgium and Denmark.’
Sydney Morning Herald

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‘We are excited to once again be supplying
the MasterChef Australia pantry with
the same great food customers will find in our stores.’
Simon McDowell , Coles

8. Not to be outdone,
Woolworths signed guess who

9. ?
…is reality the first casualty of Reality TV?
Why are these celebrity chefs so keen
to be part of the deception?
Or to sell out their carefully built brands?

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Maybe. There’s a lot of it involved.
Jamie Oliver’s salary is £90 million
(not bad for ‘an employee’) but Woolies isn’t paying
for everything…

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‘Farmers slugged for Woolworths
Jamie Oliver campaign’
ABC
‘Jamie Oliver levy leaves farmers fuming’
The Australian

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That he’s ‘an employee of Woolworths and
has no sway regarding the commercial direction or
negotiations the business takes’
The Guardian
‘Part of what I’m doing with Woolies
is looking at standards, and ethics,
of where our sort of food comes from.’
Brisbane Times

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‘Jamie Oliver in hypocrisy row
over feeding the poor rant
as comparison finds his
supermarket meals cost 7 times as much
as own-brand equivalents.’
Daily Mail

14. ‘These chefs aren’t doing it because
they love making food, they’re doing it because it’s
commercially viable for them to be the face of a
supermarket.
It’s all about the dollar.’
Matt Brand, NSW Farmers Association
The Sydney Morning Herald
…get the full Celebrity Chef story on our blog

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