Belfast Telegraph

Tuesday 30 September 2014

Oliver ends Sainsbury's advert deal

Jamie Oliver has ended his association with Sainsbury's

Jamie Oliver is ending his association with supermarket giant Sainsbury's after 11 years.

The food guru - whose deal with the firm is thought to be worth more than £1 million each year - has been the face of the company for numerous campaigns and starred in more than 100 TV ads.

Jamie and the company - who will part company later this year - are said to have felt it was "the right time to move on".

The split is said to be "amicable" and the star is also seeking to spend more time working on various projects through his Jamie Oliver Foundation.

Jamie - who has also worked behind the scenes at the supermarket on its products - will bow out with Sainsbury's Christmas ad campaign.

He 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."

His appearances on the company's commercials could make products instant best-sellers. A 2005 ad in which he was seen grating nutmeg over a spaghetti dish meant weekly sales of the spice shot up by 400 per cent.

But despite his lucrative deal he also rounded on the firm at one stage when it failed to field a representative when he was involved in a Channel 4 campaign to highlight the poor conditions endured by battery hens.

Jamie - who earlier this month hosted his own music and food festival on London's Clapham Common - launches a new series about British food later this year.

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Libra:

You can communicate effectively about controversial topics like religion, politics and education. When you talk, people listen. Take this opportunity to lobby for changes to an outmoded institution. Making resources more readily available to the public will be a great use of your time. You're tired of seeing only the most privileged members of the community thrive. Promoting a more democratic approach will cause your stature to rise. Don't be surprised if a group asks you to run for office.More