Jamie Oliver and Sainsbury’s end relationship

Sainsbury’s has ended its relationship with celebrity chef Jamie Oliver after 11 years.

The partnership, which has seen more than 100 adverts, will cease with a final Christmas campaign.

The company said the decision had been made, “because both parties feel that it’s the right time to move on”.

Justin King, Sainsbury’s chief executive, said: “Jamie has been an excellent ambassador for the Sainsbury’s brand over the last 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.

“From our ‘Feed your family for a fiver’ campaign to our recent ‘Switch the fish’ initiative, Jamie, through his passion for food and cooking, has helped Sainsbury’s deliver industry-leading campaigns, which have resonated strongly with customers.”

Oliver said he had made friends during his time with Sainsbury’s and added: “They’ve 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’ll miss them but it’s a good time to move on.”