Better Homes and Gardens’ Deal With Jamie Oliver Goes South

BHG had just announced deal with TV chef

ABC has decided to pull Jamie Oliver’s Food Revolution during May sweeps, leaving the British celebrity chef turned anti-junk food crusader without a TV show and Better Homes and Gardens, potentially, with a bit of organic egg on its face.

Meredith Corp.'s flagship magazine teamed up recently with the British chef for its first TV integration. The deal gave Oliver exposure in BHG’s April issue, but it wasn’t enough to help his sagging ratings.

A Meredith spokesman said the move doesn’t impact BHG’s relationship with the program, though, and that it still expects the episode featuring BHG to air. (ABC will reportedly dump the unaired episodes in June, moving them from their Tuesday to Friday night.)

BHG isn’t the first magazine to experience the perils of celebrity tie-ins. In 2007, a magazine partnership between Hachette Filipacchi Media and TV home improvement host Ty Pennington got a black eye when Pennington was arrested on a DUI charge.