Food blogger and single mum Jack Monroe will star in Sainsbury’s latest advertising campaign as the retailer claims consumers are becoming less interested in celebrity chefs.
She will join three other food bloggers who have demonstrated commitment to healthy food on a budget and community work.
The 25-year-old came to fame through blogging about her struggle to feed her son healthy meals on £10 a week while on benefits.
Monroe, who blogs as ‘A Girl Called Jack’ and is a freelance writer for The Guardian, has a book coming out next year.
She told The Guardian that she has been approached by all the other major supermarkets but felt it would not be “right” to work with them.
“I know Sainsbury's Basic range like the back of my hand and I like their ethical policies. There's been some give and take – I only use free-range meat, for example – and it's a brave move of Sainsbury's to take me on. I'm not a cheeky chappy like Jamie – I am a tattooed, gobby single mum,' she told The Guardian.
Sainsbury’s marketing director, Sarah Warby, told The Guardian that people are becoming less interested in celebrity chefs.
“We're looking more for help and inspiration from people you can really relate to and practical, achievable ideas for food your kids will actually eat,” Warby told the news outlet.
The six-week TV and print campaign is said to be an attempt to tackle food waste, as each blogger will make a recipe using the remains of a joint of meat.
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