Advertising is crucial in the branding process, as Misra, 1990 (ibid, p. 292) states:
This increases brand awareness, recognition, and popularity (Bowers, 2011).
Advertisers must match the product or company’s image, the characteristics of the target market, and the personality of the celebrity, in order to establish effective messages and the determinant of the match between celebrity and brand depends on the degree of perceived “fit” between brand name and celebrity image. Consumer research and focus groups is key in the brand development process, for example, with the Jamie Oliver campaign, consumers liked the advert as it relates to the age of Jamie Oliver and through the use of his personality therefore Jamie Oliver can appeal to a large target market through his persona and connect with consumers (ibid, p.294). To conclude, (ibid, p.294-295) states, ‘this case study highlights the need for retailers attention to reinforce their in-store attributes to support their use of celebrity endorsers within a campaign.’ Celebrity endorsement is difficult from a retailer’s perspective as any lack of communication for the brand within the store will affect the campaign and staff must be told in order for the campaign to succeed (ibid, p.295).
Fig. 12. Jamie Oliver Leaves Sainsbury’s.
To the right is an image of Jamie Oliver that represents one of the most successful celebrity chef relationships and celebrity endorsement with retailer store, Sainsbury’s, which he worked for the food brand for 11 years and has carried out 100 television adverts with Sainsbury’s.
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Rebecca Catley: Extended Investigative Study