There’s a Beer For That has launched the next phase of its campaign to reignite Britain’s love of beer through a partnership with one of the UK’s top YouTube channels; Jamie Oliver’s Food Tube.
Through four exclusive videos, the content will showcase beer and food pairings, all explained by The Food Busker, John Quilter. A branded content hub will host the videos on JamieOliver.com and advertorial in Food Tube Magazine, which is distributed with Time Out Magazine.
The recipes, created by John Quilter exclusively for the partnership, show a range of beer styles and food matching rules and will all work to demonstrate how these dishes can be enhanced by pairing with three styles of beer.
While a teaser video was released on the 12th September, a further three videos will follow:
19th September – Four Cheese Mac and Cheese with Pale Ales
26th September – Rib Eye and Coffee and Shallot Butter with Abbey Beers
3rd October – Garlic and Chilli Prawns with Lagers
The videos will also introduce the Jamie Oliver Audience to the There’s A Beer For That’s #BeerMatch tool, which provides instant beer recommendations for favourite foods via Twitter. Since its launch in November #BeerMatch has had almost 7,000 mentions from around 2,500 unique users, with a reach of 73M.
Jamie Oliver’s Food Tube has over 1.7 million subscribers, contributing to more than 7 million monthly views. The channel is a perfect partner for There’s A Beer For That, taking the message on the diversity, versatility and quality of beer to a passionate food audience.
The videos will also be promoted on JamieOliver.com with a prominent home page placement, providing There’s A Beer For That and #BeerMatch exposure to over three million additional viewers.
Further advertorial coverage within Jamie Oliver’s Food Tube Magazine, distributed monthly with over 300,000 TimeOut magazines across the UK, will promote the partnership through content aimed to encourage conversation around beer and food pairings.
In connection with the launch, viewers will also be in with a chance of winning one of ten beer hampers, incorporating There’s A Beer For That and Jamie Oliver goods as well as the nine beers featured through the three videos. All videos and the competition will be hosted on the branded hub: www.jamieoliver.com/competitions/win-a-beer-hamper.
Louise Doherty, Digital Audience Lead at There’s A Beer For That, comments “Working with Jamie Oliver’s Food Tube is a genuinely perfect partnership for both sides – There’s A Beer For That can reach a new audience of food enthusiasts, and our beer expertise provided an added bonus for the Food Tube audience of foodies who are always on the lookout for the latest trends in food and drink. John Quilter was the perfect host for the series and really brought to life the possibilities of food and beer pairing.”