Sainsbury’s hopes to convince shoppers that it has “everything they need for the perfect Christmas” in a festive campaign starring brand ambassador Jamie Oliver.

The main advertisement will see Oliver explaining the range of festive food available in stores, while shorter versions will focus on Christmas products from the recently re-launched Taste the Difference range.

The supermarket is also to sponsor Christmas entertainment programming on UKTV channels, including Dave and Gold.

The ads, which break tonight (15 November), was created by AMV BBDO.