Top Up Surprises guarantees Pay & Go customers a Surprise every time they top up by way of a unique code to claim from a bespoke website. There customers play “hook a duck” and win a gift ranging from free texts and picture messages to LCD TVs.

Vallance Carruthers Coleman Priest created the campaign which is scheduled to be launched on television, print, outdoor and online on Thursday (26 February). The ad carries the message “Surprises of all sizes, every time you top up” and all marketing carries the campaign’s signature yellow ducks, which are aimed to become a iconic symbol of the campaign which will be recognized by the public who are not 02 customers.

The outdoor takes in six sheet display featuring water-filled panels with real rubber ducks and a “sonic trigger” that quacks as people pass – as interactive advertising is becoming a more popular form of attracting an audience.

‘Top Up Surprises’ launched in November last year and was set up in conjunction with mobile entertainment specialist Buongiorno.

The campaign also features a partnership with social networking site Bebo. Bebo members who become friends with “O2 Top Up Surprises” will be able to spot hidden ducks around the Bebo site, which win members “luv” when clicked on.

His new computer game, available on the Nintendo DS will be an interactive cook book which also includes a series of cooking games. These will put you against the clock to shop, chop and cook various recipes of his. The game will also include recipes that Jamie recommends. His angle is that not only is cooking healthier for you, you will also save money instead of buying set meals or eating out – it shouldn’t be ignored with the economy the way it is for many people.

An insight of another one of Jamie’s food campaigns was also revealed on his Channel 4 documentary ‘Jamie’s Ministry of Food’ where is intends to improve the conditions in chicken farming.

Channel 4 has recently extended Jamie’s contract for a further 2 years which was reported at being valued at over £2 million.