Sainsbury's decided to dispense with its "Making life taste better" strapline following the review of its £47 million ad account and AMV's triumph in a final shoot-out with JWT.
The supermarket has moved to trademark the line, along with two others: "Great food, fair prices" and "Sainsbury's ways to save".
Jamie Oliver will front the new campaign, expected to launch in September.
He was rumoured to have been dropped by the supermarket until Jamie's School Dinners was a surprise success and boosted his profile.
In the programme, which highlighted the bad diets of school children, he often told children that they ought to "try something new".
AMV refused to comment. Sainsbury's said: "We currently do not have a strapline."