Jamie Oliver Group Taps Baby Teeth for Microdrama
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- Jamie Oliver Group is developing a microdrama series with Baby Teeth that is in pre-production and set to begin shooting in the UK this month, with an unnamed global consumer tech brand also attached.
- Baby Teeth, a UK creative company launched last year by former Gordon Ramsay brand chief Rebecca Lewis, former Channel 4 and Conde Nast exec Lynsey Atkin, and Chris Watling, has been quietly working with Jamie Oliver Group on brand partnerships and special projects.
- Alison Corfield has been promoted from Head of Social Impact & Sustainability to a newly created Brand Director role at Jamie Oliver Group, leading the push into formats, IP and creative output.
- Jamie Oliver Group cut 25 of its 126 staff in December following a company review, with a spokesperson saying the restructure was meant to ensure the group could continue its mission to connect people to food.
- Jamie Oliver has separately revived his Jamie's Italian restaurant chain six years after it collapsed, the restaurant reboot running alongside the group's new digital-first creative strategy.
Why it matters: Coming just months after Jamie Oliver Group cut roughly 20% of its headcount, the Baby Teeth microdrama is a low-cost play to reach younger viewers on vertical video while the group doubles down on IP licensing and brand partnerships. For Oliver, the deal trades legacy TV infrastructure for digital-native storytelling, and Corfield's elevation signals that social-impact work now flows through commercial brand deals rather than a standalone function.
