Sainsbury's ads end the Naked Chef's run on the BBC

LONDON - The BBC and TV chef Jamie Oliver have failed to reach an agreement about a new TV series, with the chef's lucrative advertising deal with Sainsbury's the main sticking point.

The BBC was adamant that the supermarket not be promoted in any way through the 'Naked Chef' programmes.

In January, Jamie Oliver signed a £2m deal to be the face of Sainsbury's for a further four years. Sainsbury's said its sales increased by 6.8% over Christmas. Oliver's existing two-year deal with the supermarket chain runs out in the summer.

On Friday, Sainsbury's was forced to apologise for the latest Oliver advertisement, following accusations of racism. The spot promoting its oriental food range featured the cockney chef speaking Chinese like characters in badly dubbed movies.

With Oliver's career with the BBC, which discovered the now multimillionaire chef working at the River Café, now over, there is likely to be a fight among rival commercial stations to sign the chef up.

In a statement, the BBC said: "The BBC has today withdrawn from negotiations for a new series with Jamie Oliver after being unable to agree terms. Having discovered Jamie and developed his career, we wish him the very best with his future ventures."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £77 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content