EE launches new digital campaign in partnership with YouTube starring Kevin Bacon and Jamie Oliver

  • Partnership sees EE collaborate with YouTube and Jamie Oliver to highlight the superior experience of watching great content on the go with superfast 4G
  • Digital campaign entitled 'Bacon Don’t Buffer' sees Jamie Oliver and star of EE ads Kevin Bacon go head to head in bacon sandwich making competition
  • Content to be hosted on Jamie Oliver’s popular Food Tube channel –
  • To view the video visit

EE, the UK's most advanced digital communications company, is today launching a new digital campaign in partnership with YouTube to showcase the benefit of using EE’s superfast 4G network when watching video content on the go. Face of EE Kevin Bacon joins Jamie Oliver in his Food Tube channel studio to create the exclusive content, which sees the two stars go head to head in a bacon sandwich making competition.

The unique partnership is a first for EE and has been designed to highlight the variety of quality content available on YouTube alongside the benefit of watching this content using EE's superior 4G network. Covering over 100 towns and cities across the UK, including double speed 4G in 20 cities, EE's 4G network currently offers the best coverage and speeds for smartphone users who enjoy streaming content on the go.

The video sees Hollywood A-lister Kevin Bacon challenge top UK chef and TV personality Jamie Oliver to a 'bacon-sarnie off'. The stars stand side by side in Jamie’s kitchen to do battle over bacon, bread and condiments and it looks like Jamie’s going to wipe the floor with Kevin until he starts to 'buffer'. The audience watch as an all too familiar buffering wheel obscures Jamie. Kevin takes over, coming into his own as he has plenty of time to perfect the ultimate bacon sandwich of epic proportions. Kevin looks pleased with himself and, as he puts the finishing touches to his sandwich, he proclaims to Jamie that 'Bacon don’t buffer' on EE’s powerful 4G network.

Spencer McHugh, Director of Brand at EE, said: "This unique partnership with YouTube is a first for us and demonstrates one of the key benefits of our network – a far superior video streaming experience with less buffering. The mobile internet speeds and breadth of coverage we offer across the UK remain unrivalled and we’re always looking for innovative ways to communicate the benefits of our network online."

Hamish Nicklin, Head Creative Agency partnerships at YouTube, said: "With around 40% of YouTube views in the UK coming from mobile devices, speed is integral to our users to be able to watch whatever content they wish, whenever. YouTube partners such as Jamie Oliver have a loyal and passionate audience that really engages with the content. By partnering with them, brands are able to tap into these passionate fans to extend their message."

Jamie Oliver said: "Working with Kevin was such fun. He’s a legend and a great guy. To have the film exclusively on Food Tube is also brilliant so I’m hugely grateful to EE for their part in this collaboration."

The idea for the digital campaign was conceived and developed by lead creative agency POKE and the video content was produced and directed by Jamie Oliver’s Food Tube channel production company. The opportunity to work with Jamie's team allowed the film to retain the style, tone and personality of any Food Tube upload.

The video will run on Jamie Oliver’s Food Tube channel from today.

For more information about EE, please visit

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For more information, please contact M&C Saatchi PR:

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Campaign credits:

TITLE: Bacon Don’t Buffer
PRODUCER: Nick Woodbine
PRODUCTION COMPANY: Fresh One Productions
DIRECTOR: Chris Faith
EDITOR: Jane Bolton
AUDIO: Moving Picture Company

About EE

EE is the largest and most advanced digital communications company in Britain, delivering mobile and fixed communications services to consumers, businesses, government and the wholesale market.

With more than 15,000 employees and 600 retail stores, EE serves more than 27 million customers on EE, Orange and T-Mobile mobile and broadband plans.

EE runs the UK's biggest and fastest mobile network, having introduced the UK's first and only superfast 4G mobile service in 2012. In August 2013 EE's 4G coverage reached 60% of the UK population, with plans to cover 98% of the population by 2014. 2G and 3G coverage currently reaches more than 99% of the population. EE's superfast fibre broadband service covers 54% of the UK population, and ADSL broadband service covers 98.7% of the population.

EE has received extensive independent recognition including being ranked the UK's best overall network by RootMetrics®, and Best Network for Business at the 2013 Mobile Industry awards.

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