Celebrity chef Jamie Oliver has been the public face of Sainsbury’s since 2000, appearing on television and radio advertisements and in-store promotional material. The deal, which earns the chef an estimated £1.2 million every year, also involves Jamie developing new and inspirational recipes with Sainsbury’s in-house food experts.

In 2003, some advertising industry sources claimed Oliver’s association with Sainsbury’s had already generated an extra £1bn of sales for the company (more than £200m in gross profit.)