Jamie Oliver Group Cuts 25 Jobs, Shifts Focus to Digital Formats and Microdrama Series

The Jamie Oliver Group is developing a microdrama series with creative company Baby Teeth. The vertical video production is in pre-production and shooting will begin in the UK this month. Jamie Oliver Group and Baby Teeth are working with a global consumer tech brand on the series, and an official announcement is expected soon.

Baby Teeth launched last year and has been working with Jamie Oliver Group as a strategic partner for some time on brand partnerships and special projects. The company was founded by Rebecca Lewis, a former Gordon Ramsay brand chief, Lynsey Atkin, a former Channel 4 and Conde Nast executive, and Chris Watling.

Jamie Oliver Group moved Alison Corfield from Head of Social Impact & Sustainability to Brand Director.

Going forwards, the group will focus on formats, IP and creative output. Baby Teeth has been supporting Corfield on the development of new partnerships for the Jamie Oliver brand, especially in health, technology, travel and family. Corfield spearheaded the #AdEnough campaign which resulted in the introduction of a junk food advertising watershed.

She said she has spent the last eight years working alongside Oliver on campaigns that have changed laws, shifted conversations and improved lives. The changes come after Jamie Oliver Group cut 25 of its 126 staff in December following a company review.

A Jamie Oliver Group spokesperson said the decision was not taken lightly and that the group looked at ways of working and structure to ensure it could continue its mission.

Oliver said he is doubling down on his lifelong mission to make good food accessible to everyone. He said the media landscape has changed beyond all recognition over the last few years, so he is looking for fresh storytelling and new digital formats to connect with people where they are right now. Lewis said the most exciting talents in the world are asking a different question these days.