Jamie Oliver bows out as face of Sainsbury's with last ever TV advert
TV chef Jamie Oliver is standing down from his role as the face of SainsburyÂ’s following the broadcast of his final TV advert for the retailer over the weekend.
The Christmas advert, which was shown for the first time during an X Factor break, features Oliver cooking a Christmas dinner for a full pantomime cast. The advert was directed by Jamie Rafn and was created by AMV BBDO.
Since signing with Sainsbury's in 2000, Oliver has featured in over 100 adverts for the retailer as well as working on a number of other Sainsbury's initiatives including the Feed Your Family for a Fiver campaign. More recently he played a part in the Sainsbury's drive to encourage its customers to Switch the Fish.
Justin King, Sainsbury's chief executive, said: "Jamie has been a brilliant ambassador for Sainsbury's and our partnership with him has been a great success. By working together we have generated ideas that have helped inspire a generation of cooks and this advert is a fitting way for the relationship to come to a close. I am sure that this advert, which showcases our fantastic range of tasty Christmas food in a fun, vibrant and exciting way, will be a real hit with customers."
Oliver added: "It's the end of an era but it's a good time to move on and what a great way to say goodbye - with a huge Christmas party in a wonderful venue. I've always really appreciated working with the Sainsbury's team and store colleagues. We've had such a good laugh over the years and I think we made a great team. I will miss them all and I wish everyone all the best for the future."
Earlier this month Sainsbury's announced that the former England football team captain David Beckham was to become its new brand ambassador.
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