But he has re-emerged as the face of Young's fish - a dubious honour if ever there was one - in an ad by Mother. He can't need the money, so Diary is mystified as to why he still wants to flog things. His reign looks likely to continue, however. Antony Worrall Thompson's audacious bid to be the new face of Tesco looks like it may have backfired.
Is Jamie Oliver the most overexposed man in Britain? We thought he might stop haunting every ad break after he severed commercial ties with Sainsbury's.