Celebrity chef Jamie Oliver has extended his deal with Sainsbury’s for another year, for a reported £1m fee.
The deal will see Oliver continue to appear in the retail chain’s Try Something New adverts, as well as acting as a food consultant. He has been working with Sainsbury’s since June 2000.
The decision to retain his services could be good news for the fresh produce sector. Previous adverts by the chef have seen remarkable uplifts in the sales of asparagus and nutmeg
Helen Buck, brand director for the chain, said: “Jamie's passionate but down-to-earth approach to food is the perfect centrepiece to our advertising campaign, which is all about putting the fun back into cooking with easy hints and tips.
“Our customers agree, as our research shows thousands of them are taking inspiration from Jamie's ideas and trying them at home.”
The use of asparagus in one advert saw sales of the vegetable rocket by 290 per cent on the previous year, Sainsbury’s reported.
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