Sainsbury’s 2011 Christmas advert will draw down the curtain on the 11-year association between TV chef Jamie Oliver and the supermarket by mutual consent.
After more than 100 television advertisements, not to mention numerous behind-the-scenes projects both with colleagues and on products, the partnership between Sainsbury’s and Jamie Oliver will end with a final Christmas advertising campaign.
The decision has been made because both parties feel that it’s the right time to move on as Oliver seeks to spend more time on his social projects through The Jamie Oliver Foundation both in the UK and abroad, the supermarket said.
Sainsbury’s CEO Justin King said: “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.
“From our Feed your family for a five’ campaign to our recent Switch the fish initiative, Jamie, through his passion for food and cooking, has helped Sainsbury’s deliver industry leading campaigns which have resonated strongly with customers. We wish him well as we both look forward to exciting new projects in the months and years to come.”
Oliver said: “It’s been a fantastic 11 years and together we have achieved some great things. I’ve made some great friends at Sainsbury’s and I know we’ll still be talking for years to come. They’ve got some very good people, from the top right down to the shop-floor. The way they take on challenges - like their commitment to sourcing higher welfare products, such as chicken and eggs - is something to be proud of. I’ll miss them but it’s a good time to move on.”
The Christmas campaign, still under wraps, will ensure Sainsbury’s and Jamie Oliver end their partnership in style.
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