With South Africans feeling the rush of January, millions of us are tormented with the never-ending “what’s for dinner?” question. However, Checkers has upped its anti by joining forces with wellness advocate and world-renowned chef Jamie Oliver, stepping in with a clever, personalised solution designed to make weeknight meals easier and faster for us in 2026.
Have Jamie talk directly to you
Jamie’s culinary creativity and cooking prowess, combined with the retailer’s Dinner Done Better campaign, have been improved yet again, combining its reliable same-day delivery and healthier meal alternatives with AI-driven content. As part of the campaign’s January rollout, millions of Xtra Savings customers will receive a personalised video message from Jamie Oliver, where you can expect him to greet you by name and get recommendations for a recipe that’s aligned to your typical buying habits from Checkers.
This new take on the campaign follows the previous year’s efforts, where AI was used to produce unique voice recordings of Jamie saying over 44,000 South African names. Checkers has taken it further by leveraging real retail insights (from over 33 million user data points), including category and protein-buying trends, to deliver tailored dinner suggestions that feel relevant and useful.
With over 33.7 million Xtra Savings members, Checkers has access to the largest retail consumption dataset on the African continent. We’re now using those insights to remove friction from mealtimes and add true personal value to the shopping experience,” says Ilze Bylos, Chief Marketing Officer for the Shoprite Group.
From recipe idea to dinner on the table in under 60 minutes
Xtra Savings customers will be able to access an online and trusted selection of quick, nutritious, and family-friendly Jamie Oliver recipes, with ingredients deliverable by Sixty60 in under 60 minutes. Additionally, the recipes are paired with step-by-step videos in which Jamie guides home cooks through the dish.
With orders placed between 12 and 19 January, select Sixty60 shoppers will also receive printed Jamie Oliver recipe cards, making this whole experience a little more tangible.
Dinner Done Better is about making daily life easier for our customers,” says Bylos. “We know how busy January can feel, and by combining Jamie’s practical cooking guidance with our fast and reliable delivery and deep personalisation tools, we’re solving real mealtime challenges – helping customers shop, plan, and cook with greater confidence and ease.”
As technology becomes more human and helpful, campaigns like Dinner Done Better show how brands can genuinely support everyday routines, starting with the one question we all ask daily: what’s for dinner?
Also See: Sunset sips, Street food and Winelands: Stellenbosch’s Street Soirées return
Sunset sips, Street food and Winelands: Stellenbosch’s Street Soirées return
Images and quotes supplied by Shoprite Holdings
