Life360 is Keeping Track of Jamie Oliver in New Partnership

After spending close to three decades appearing across television, restaurants and books, British chef Jamie Oliver has taken to social media – and he’s teamed up with Life360 to do it.

The family connection and safety app has announced its new year-long partnership with Jamie and kicks it off with its ‘Finding Jamie While He’s Finding Himself’ campaign.

Designed exclusively with social media format in mind, episode one of the vertical comedy series launched on Jamie’s social channels and follows the chef’s panic over having no new ways to cook chicken. A true existential crisis that leads Jamie onto a journey of self-discovery.

Despite Jamie’s extravagant adventures, his family are able to track his location. They are given peace of mind knowing where he is and that he’s doing okay –  this is what Mike Zeman, Chief Marketing Officer at Life360, says the app brings to the market.

Mike says: “At Life360, we believe in the power of connection and the peace of mind it brings. That’s why we’re absolutely delighted to welcome Jamie Oliver to the Life360 family.”

A refreshingly authentic partnership

Throughout the comedic series, Life360 breaks away from traditional partnering and drives the plot as Jamie seeks out peaceful enlightenment. The short films feature Jamie’s wife, Jools and their children as they aim to keep track of him.

This is not a new situation for the family and the series reflects Jamie’s family’s long term relationship with the app. Due to him and his wife having five children, Life360 has been used for almost a decade in order to manage the logistics of a large household.

From using it to keep track of his daughter while she went backpacking around Australia to Conker, the family dog, wearing a Life360 Pet GPS tracker, the authenticity is central to the campaign’s construction.

Mike comments: “When it comes to busy family life, doing right by your kids and having fun along the way, Jamie is the perfect, authentic fit for our brand.

"The fact that he was already a dedicated paying Gold member speaks volumes about how essential Life360 is to modern parenting.

"This partnership with Jamie is about empowering families to embrace the chaos of daily life with the confidence that comes from staying effortlessly connected.”

Life360 puts itself on the map

Founded in early 2007, Life360 took almost six years to gain traction in its market and peaked in 2020 after the majority of people had switched to a smartphone.

Its free location-sharing features appealed to families globally and the service drove growth organically rather than heavily marketing it. The features such as private “circles”, family safety focus and user-friendly interface caused it to stand out from other social networking tools, bringing something new to the app stores.

Now Life360 has established itself as an essential tool, it has begun to enter the world of partnerships. Earlier this year, Life360 announced its partnership with Uber, integrating both platforms to provide safety and reassurance.

The collaboration allows families to link their accounts to book rides, track journeys in real time and coordinate transportation. This has led to an enhanced convenience and clear communication for parents and teens as well as increased brand awareness for Life360.

As Life360 acquires more partnerships, from Uber, Aura, Placer.ai and now Jamie Oliver, the location sharing app is pushing for further growth and awareness. It will also provide more benefits for users including convenience, enhanced safety and occasional promotional gifts.