Oliver to front Sainsbury's Xmas ads

Jamie Oliver has shrugged off recent PR disasters to appear in a

new burst of TV advertising for Sainsbury's in the run-up to


The campaign, through Abbott Mead Vickers BBDO, comes in the wake of

research that claimed the celebrity chef is a turn-off for Northern

shoppers and the appearance in the national press of pictures of his

wife, Jules, laden down with rival Waitrose carrier bags.

However, it is said that Oliver will commit himself to a new deal with

the supermarket chain. "He is likely to be involved in the advertising

for at least another two years," an industry source said.

A new 30-second slot breaks nationally next Wednesday featuring a

Christmas dinner at which Oliver is a guest rather than the chef. His

cousin, Tom, prepares the feast with the Sainsbury's Taste the

Difference range.

Using the products gives Tom the confidence to remark "Eat your heart

out Jamie Oliver" before his guest arrives.

The new film is supported by three other spots. In one, a 20-second

commercial for goose fat, Oliver cooks perfect roast potatoes using his

secret ingredient. The other ten-second slots feature him struggling

with wine on his scooter while another promotes Sainsbury's Mini Veg


Kate Nicholson, the Sainsbury's senior manager, said: "These four

executions provide hints and tips to help make this Christmas

inspirational while also ensuring it's hassle free."

The ads were written by Tony Strong, art directed by Mike Durban and

directed by Marc Charac through HLA. Media was bought by PHD.