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Checkers Partners with Jamie Oliver to Solve "What's for Dinner" Using AI-Powered Recipes

Retail 13 January 2026

As South African consumers kick off 2026 hunting for value and convenience, Checkers has levelled up its partnership with global chef Jamie Oliver to tackle the daily household debate: deciding what to cook. The retailer’s latest phase of the Dinner Done Better campaign integrates Oliver’s culinary expertise with advanced AI personalisation, offering shoppers data-driven recipe solutions that can be shopped instantly for same-day delivery.

Turning retail data into mealtime solutions

Central to the campaign is Checkers’ Xtra Savings programme, which now has an estimated 33.7 million members, making it one of the largest retail loyalty bases on the African continent.

As part of the January rollout, millions of customers will receive a personalised video message from Jamie Oliver, addressing them by name and recommending a dinner recipe aligned to their typical Checkers shopping behaviour.

This represents a step forward from the retailer’s 2025 personalisation campaign, which used AI-generated voice technology to produce unique Jamie Oliver recordings for more than 44,000 South African names.

“With over 33.7 million Xtra Savings members, Checkers has access to the largest retail consumption dataset on the African continent,” says Ilze Bylos, chief marketing officer of the Shoprite Group. “We’re now using those insights to remove friction from mealtimes and add true personal value to the shopping experience.”

Convenience meets content and commerce

Beyond personalisation, the campaign also focuses on practical execution. Customers can access a curated selection of quick, nutritious and family-friendly Jamie Oliver recipes online, with all ingredients available for delivery via Sixty60 in under 60 minutes.

Each recipe is supported by short, step-by-step videos, with Oliver guiding home cooks through the process in his trademark accessible style.

To reinforce the omnichannel approach, select Sixty60 shoppers will also receive printed Jamie Oliver recipe cards with orders placed between 12 and 19 January 2026, blending digital inspiration with tangible in-home utility.

“Dinner Done Better is about making daily life easier for our customers,” adds Bylos. “We know how busy January can be, and by combining Jamie’s practical cooking guidance with our fast, reliable delivery and deep personalisation tools, we’re helping customers shop, plan and cook with greater confidence and ease.”

This campaign reflects Checkers' wider strategy to simplify shopping through data and innovation. With over R16.5bn in savings returned to customers last year, the retailer is showing how personalised content and efficient logistics can create real-world value for modern households.

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