Sainsbury’s and Jamie Oliver part company

Sainsbury’s is to part company with its brand ambassador Jamie Oliver after 11 years.


Oliver is one of the driving forces behind Sainsbury’s marketing strategy, and has helped boost Sainsbury’s performance in recent years.

He has fronted more than 100 advertising campaigns for the supermarket including its Feed your Family for a Fiver, Try Something New and Switch the Fish campaigns.

The supermarket claims that advertising featuring Oliver led to a sales uplift of up to 500% on some products.

The Sainsbury’s Christmas campaign will be the last to feature the chef.

The move, according to a statement, will allow Oliver more time to spend on his social projects through The Jamie Oliver Foundation.

Justin King, Sainsbury’s CEO, says: “Jamie has been an excellent ambassador for the Sainsbury’s brand over the last 11 years, spearheading our goal to offer our customers fresh and tasty food, whilst maintaining strong ethical standards. In our industry, it has been one of the most successful and mutually rewarding partnerships ever.”

Oliver has also been a part of Sainsbury’s Comic Relief activity for six years.

Sainsbury’s currently holds 16.2% share of the grocery sector, according to the latest kantar Worldpanel figures, and has been consistently gaining share while its rivals Tesco and Asda share remained stagnant.

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