UK supermarket chain Sainsbury’s has called an end to its partnership with celebrity chef Jamie Oliver, it was confirmed today.
After over 11 years of Oliver fronting the grocers advertising campaigns, both parties have decided that now is the best time to call it a day.
A final Christmas campaign will be the last advertising commitment for the TV personality, as he looks to concentrate on his charitable work through The Jamie Oliver Foundation.
Justin King, Sainsbury’s CEO, 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.”
No replacement has yet been confirmed, but King admitted that Sainsbury’s was “looking forward to exciting new projects in the coming months” and a source claims that several options are currently being considered.
Oliver has completed more than 100 television adverts during his partnership with the retailer, along with many other projects involving Sainsbury’s employees and products.
An author of best-selling cook books, a star of numerous TV programmes and crusader for healthier school dinners, Oliver has grown into one of the most recognisable celebrities in Britian over the last decade.
“It’s been a fantastic 11 years and together we have achieved some great things,” Oliver commented.
“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.”