Celebrity chef Jamie Oliver is to end his 11-year relationship with supermarket chain Sainsburys, it has been announced.
The chef, who receives £1.2 million for his role as brand ambassador for Sainsbury’s, will front his final campaign for the UK’s third largest grocery retailer this Christmas before stepping down to spend more time on his social projects through the Jamie Oliver Foundation.
The decision to end the partnership is understood to have been a mutual one, and Sainbsury’s said it would announce a replacement in due course.
Since 2000, Oliver has helped turn around Sainsburys fortunes through a string of successful campaigns, including the hugely successful “Feed your Family for a Fiver” promotion and ‘Switch The Fish’, which encouraged shoppers to opt for less-popular species such as hake, coley and megrim.
Sainsbury’s chief executive Justin King said: “Jamie has been an excellent ambassador over the past 11 years, spearheading our goal to offer our customers fresh and tasty food, while maintaining strong ethical standards. In our industry, it has been one of the most successful and mutually rewarding partnerships ever.”
“We wish him well and we look forward to exciting new projects in the months and years to come.”
Oliver, who is also a strong campaigner for food standards and animal welfare, commented: “It’s been a fantastic 11 years and together we have achieved some great things.”
“Sainsbury’s have got some very good people, from the top right down to the shop floor. The way they take on challenges – like their commitment to sourcing higher welfare products, such as chicken and eggs – is something to be proud of. I will miss them but it is a good time to move on.”
