Who could forget how Jamie Oliver burst onto our screens in the UK almost twenty years ago? While most celebrity chefs of the day adopted the posture of the hero, showing us how to follow their rules to the letter, Jamie made aspirational cooks around the world the hero of the story by making cooking accessible.

And he’s still doing it today….

“Comfort food has the power to make you feel safe, secure, fulfilled, excited, loved and even a bit giddy! True comfort food can wrap its arms around you and give you a great big hug, or can tickle you pink and make you laugh. It can be about the seasons, your childhood memories, your school food, the trips your grandparents took you on, your first takeaway, your first date—it’s all about what a particular dish means to you.”
—From Jamie’s Comfort Food

5 brand storytelling lessons from Jamie Oliver

1. Make the customer the hero.
2. Be authentic.
3. Help people to do things they want to do (address rational needs).
4. Help people to feel things they want to feel (fulfil emotional wants).
5. Trust is your greatest asset.

We win by obsessing about how to make our customers win.
Giving a damn is still seriously underrated.

Image by Scandic Hotels.