Sainsbury’s is using Jamie Oliver to launch an ad campaign targeting budget-conscious families of four with meals for under £5.
The first recipe is for meatballs and spaghetti, and will be followed by bangers and mash and chilli con carne.
Feed Your Family for a Fiver recipes will be available on cards in store and online for Sainsbury’s shoppers.
Oliver said: “I have always been concerned about families trying to eat well on a budget, and this initiative by Sainsbury's goes a long way to helping those who are counting the pennies.”
Judith Batchelar, Sainsbury's director of own brand, said: “Britain may be tightening its belt this year, but the family members who enjoy our £5 feasts won't be left hungry.”
The first advert aired on television yesterday.
