Jamie Oliver ends partnership with Sainsbury's
Jaime Oliver is to part company with Sainsbury's as he looks to concentrate on his charitable work with The Jamie Oliver Foundation.
Following 11 years together and more than 100 ads, the celebrity chef is to end his partnership with the supermarket giant, thought to be worth £1m a year, after a final advertising campaign this Christmas.
Sainsbury’s CEO Justin King said of the partnership: “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.”
Oliver meanwhile said in a statement that he’d miss Sainsbury's, but that “it's a good time to move on”.
He added: “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.”
No replacement has been confirmed as of yet, but King has commented that Sainsbury’s is “looking forward to exciting new projects in the coming months”.