The campaign aims to push the supermarket’s summer ranges and get shoppers excited about summer eating events such as barbeques, picnics, garden parties.
It features Oliver making food at a number of British summer scenes including a village fete, the beach, a picnic and camping.
The ad aired for the first time this morning (1 July) during the commercial break for GMTV.
The advert was created by AMV BBDO.
Separately, health secretary Andrew Lansely has criticised Oliver’s campaign for healthy school meals to tackle childhood obesity saying that the number of children eating school meals has decreased.
Sainsbury’s is currently looking for a new marketing director to replace Gwyn Burr who has moved into an HR role as customer service and colleague director as part of an overhaul of its marketing department.
It has also partnered with MSN to launch a branded food channel to target mums with food and drink content.