Celebrity chef Jamie Oliver teams up with Land Rover to turn car into mobile kitchen

Celebrity chef Jamie Oliver, who has lent his name to everything from conventional cooking utensils to healthy school lunch campaigns is now shilling for Jaguar Land Rover in a series of three online videos.
Celebrity chef Jamie Oliver, who has lent his name to everything from conventional cooking utensils to healthy school lunch campaigns is now shilling for Jaguar Land Rover in a series of three online videos. PHOTO: SCREENGRAB FROM YOUTUBE/JAMIE OLIVER

LONDON - The next time you buy a Land Rover, you might be able to choose a toaster as an optional extra. And you will have Jamie Oliver to thank for it. 

The celebrity chef and one-man marketing juggernaut who has lent his name to everything from conventional cooking utensils to healthy school lunch campaigns is now shilling for Jaguar Land Rover in a series of three online videos. 

The videos, posted on the 42-year-old's YouTube channel as well as Land Rover's digital channels in the past two weeks, have gone viral, thanks to the MacGyver-meets-Rube Goldberg inventiveness of the working SUV-cum-kitchen. 

In part one, Oliver who has always driven Land Rovers, visits the brand's Special Vehicle Operations office to throw out various ideas for "zhnging" his car to a couple of slightly bemused looking car designers.

His off-the-wall suggestions, delivered in his classic enthusiastic lad-dy style, include adding a coffee maker and a toaster to the front seat area so that a driver can literally make breakfast on the go, and putting in an attachment for a giant spit roast. 

How well the designers have incorporated his suggestions are seen in part two, where the pimped-out SUV arrives at his home.

Oliver is suitably chuffed to discover there is a butter churn and an ice cream machine built into the wheel wells, even a herb garden in the car. He promptly demonstrates the pasta maker and cooks a steak on the attached hob  in the foldout kitchen. 

In the last video, he test-drives the kitchen by using the rotisserie attachment to grill a chicken, braises baked beans in a slow cooker built into the engine and whips up some mushrooms on toast to go with the meal. 

The paid series of ads has gone viral, with 2.5 million views and a 75 per cent watch through rate, as Jamie Oliver Ltd's chief revenue officer and head of commercial partnerships Lisa Tookey told advertising and media publication Campaign.