What would Jamie Oliver do?
This year, for the first time ever, I’ve been given the responsibility of cooking Christmas dinner. So I’ve been looking into whose recipe I want to follow. To Delia or not to Delia? After much toing-and-froing I decided on the warm, cheeky, down-to-earth scribings of Jamie Oliver.
Whilst writing my shopping list (or shopping scroll, as it were), I remembered a conversation I’d had with a client recently. They were gushing about their new CEO: ‘He’s just so friendly and inspiring. And always to the point. We really need his voice to come across in our writing.’
Admittedly, this isn’t a luxury every company has. But identifying your brand with a familiar personality can be a great reference point for writers. By asking yourself ‘what would (actual human person) do?’ you can get a huge team of people writing in a consistent tone.
It’s not just celebrity status that helps Jamie Oliver to sell books, salts, sauces and seats in his restaurants. It’s his humble public persona. And the fact that his team (of TV producers, publishers, FMCG marketers, festival promoters, waiters, tweeters and charity workers) all completely get it, and reflect it in what they do. Hats* off to them. And crossed fingers for me on the big day.
*Santa hats, obviously