Life after Jamie for Sainsbury's ads

Abbott Mead Vickers BBDO will continue with its price-led advertising campaigns for Sainsbury's in the wake of the brand's split with the celebrity chef Jamie Oliver after more than 11 years.

Oliver: will no longer be the face of Sainsbury's
Oliver: will no longer be the face of Sainsbury's

The agency's next work for Sainsbury's will be a continuation of its "feed a family for £50" drive to help consumers who are feeling the pinch.

Sainsbury's relationship with Oliver was reviewed on an annual basis. Farah Ramzan Golant, the executive chairman of AMV, said: "The mark of a good relationship is knowing when to end it. Jamie wants to concentrate on his foundation. Sainsbury's also wants to do new things."

She added that the agency is concentrating on finding new vehicles and new voices to represent Sainsbury's, but that it is not looking for a direct replacement for Oliver.

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