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CAMPAIGNS
Renowned chef Jamie Oliver headlines another campaign for Checkers
By our African Marketing Confederation News Team | 2026
Dinnertime collaboration blends Oliver’s culinary creativity with personalisation, AI–driven content, shopper insights and same-day delivery.
In its latest marketing collaboration with renowned global chef and wellness advocate, Jamie Oliver, South African-based supermarket chain Checkers says it is helping customers take one thing off their plates early in 2026: deciding what to make for dinner.
Jamie Oliver is helping Checkers customers decide what’s for dinner
The retailer’s ‘Dinner Done Better’ campaign blends Oliver’s culinary creativity and cooking prowess with personalisation, AI driven content and same-day delivery “to help customers cook easier, healthier meals that fit real-world schedules”, Checkers explains.
As part of the campaign’s January 2026 rollout, millions of Xtra Savings (rewards programme) customers receive a personalised video message from Oliver – greeting them by name and recommending a recipe aligned to what they typically buy from the retailer.
This next generation of personalisation builds on its 2025 campaign, which used AI to produce unique voice recordings of Oliver saying more than 44 000 South African names.
The technology goes a step further by leveraging real retail insights
“Now, the technology goes a step further by leveraging real retail insights, including category and protein buying patterns, to deliver dinner suggestions that feel relevant and genuinely useful,” Checkers says in a media statement on its website.
“All customers will be able to access a trusted selection of quick, nutritious and family friendly Jamie Oliver recipes online, with ingredients deliverable by Sixty60 (home-delivery service) in under 60 minutes. The recipes are paired with short step-by-step videos in which Jamie guides home cooks through the dish in his signature style.”
With orders placed between 12 to 19 January, selected home-delivery customers also receive printed Jamie Oliver recipe cards.
Comments Ilze Bylos, Chief Marketing Officer for the Shoprite Group: “Dinner Done Better is about making daily life easier for our customers.
“We know how busy January can feel, and by combining Jamie’s practical cooking guidance with our fast and reliable delivery and deep personalisation tools, we’re solving real mealtime challenges – helping customers shop, plan and cook with greater confidence and ease.”
According to Checkers, the campaign forms part of Checkers’ wider strategy to use data, tech and omnichannel platforms to simplify shopping.
You can watch the Checkers campaign ad on YouTube here.
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