Jamie Oliver to open first Asia restaurant; PR agency selected

The new restaurant, Jamie’s Italian, will open in the third quarter next year at VivoCity, Singapore.

Ate Intergrated Communications was appointed in September following a competitive pitch. Details of the budget have not been disclosed.

The agency is tasked with developing and delivering a 12-month comprehensive communications campaign, incorporating traditional and social media.

“Ate’s F&B experience and their in-depth knowledge of the Singapore media landscape are vital attributes in ensuring Jamie’s Italian is as successful here as it is in the UK and other markets,” said Duncan Craig, executive vice president, integrated food concepts, at Jamie’s Italian Singapore.

Jamie’s Italian is a partnership between Oliver and his Italian mentor, chef Gennaro Contaldo. Pasta will be made onsite daily and the restaurant will also house an antipasti station, an open kitchen and an alfresco dining area.

The first Jamie’s Italian opened in 2008 in Oxford, England, and it has since expanded to 30 outlets in the UK. There are also outlets in Dubai, Sydney and Dublin, as well as an upcoming opening in Perth.

“We’re ecstatic about the opportunity to help launch Jamie’s Italian here in Singapore,” said Daniel White, business development director at Ate Integrated Communications. “The challenge will be to establish Jamie’s Italian as a ‘must visit’ restaurant in a very competitive market.”