This is a case study in ethical branding and using the power of the online medium to spread a message and help the community. As an Italian, I love the idea of gathering around food. You’d never think (well, I wouldn’t) that a Brit could do Italian - Jamie Oliver has done it.

He sounds and looks, as he puts it, massively excited about working with and talking about food. Born of a restaurant owner in Essex, Oliver states to have always been fascinated by what went on in the kitchen. Everyone working together to make lovely stuff and having a laugh doing it.

His first TV show was “The Naked Chef” - the idea being that you strip down food to its bare essentials. As the site description says, it was about real food for real people. His latest project is The Ministry of Food.

The idea behind that project is to inspire people to get back into their kitchen and start making food from scratch again. There is a big community component to that message. In addition to helping people regain a sense of balance with the food they eat, potentially together with their families, the deal anyone who joins the movement makes is to pass on a recipe to at least two other people. Notice the viral component built right in.

Oliver has also built a cookery in Rotherdam where people can watch a demo, pick up a recipe, book a cooking class. He believes so strongly in the idea that cooking is the foundation of a good diet, that he is asking people to vote to build a food center in every town. The UK government should fund and promote these centers for local communities, he writes. He has gathered 4,057 votes at his site so far.

The 33 year old chef has also been campaigning to ban the junk in schools and get kids eating fresh, tasty nutritious food instead. Oliver has written a manifesto to that effect. In September 2005, the Department for Education and Skills established The School Food Trust. Its remit is to transform school food and food skills, promote the education and health of children and young people and improve the quality of food in schools.

Given that part of the appeal and message are around young people and their well-being, Oliver held an Unsigned Bands contest. See who won for 2008.

On the site you will also find member blogs (599 so far), the chef’s diary, and forums where people can swap recipes, get advice, share experiences on growing one’s own produce. As the trend towards local produce and even self-produced food develops further, social media can help people who have a common passion get together and form a community of practice around their pursuits.

James Oliver is an example of a person becoming a brand and then using that influence for the well-being of others. Sure, his brand started on TV, with food shows. Then, using social media, he was able to get the community involvement needed for a full-out engagement with the message. As well, he has created a destination for people who were looking to share.

To me there is a powerful combination of a likable brand, a simple and focused message (eat simply, cook yourself, eat healthy), and a mission to help people regain ownership of their eating experiences. The site is portioned so well that many viral components are built right into it. (hat tip to Kim Moore)