Jamie Oliver decides to 'Try Something New'

Jamie Oliver,  Image: Sainsbury'sSainsbury’s have announced that their partnership with ‘celebrity chef’ Jamie Oliver is to end after more than a decade.

After eleven years and over 100 television advertisements the supermarket, chain who’s slogan is ‘try something new today’, will feature Oliver in their adverts for the final time across the festive period.

Jamie Oliver says via the supermarket’s press office: “It’s been a fantastic 11 years and together we have achieved some great things. I’ve made some great friends at Sainsbury’s and I know we’ll still be talking for years to come. 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.”

The decision has been made, Sainsbury’s say, because both parties feel that it’s the right time to move on, especially as Oliver seeks to spend more time on his social projects through The Jamie Oliver Foundation both in the UK and abroad.

Justin King, Sainsbury's CEOJustin King, Sainsbury’s CEO says of the departure of the outspoken chef: “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, whilst 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. We wish him well as we both look forward to exciting new projects in the months and years to come.”

Its been noted by some shoppers that the face of Sainsbury’s has been known to buy his groceries at rival Waitrose. He’s also had a few “disagreements” with the orange-branded supermarket chain. Notably in 2006 when Sainsbury’s chief executive Justin King spoke out about the kind of language Oliver Sainsbury's store signused when condemning the junk food parents were placing in their children’s lunchboxes. In 2008 again the company and the chef fell out when his TV show Jamie’s Fowl Dinners invited a spokesperson for the supermarket to appear on the show, to discuss battery bred chickens, which Sainsbury’s declined.

The Christmas campaign which is still under wraps is promised to send Jamie Oliver off in style. Other famous faces hired to promote supermarkets include Richard Hammond for Morrisons, Delia Smith with Waitrose, Adsa tried to make us believe Sharon Osbourne would shop in their bargain-basement stores likewise Ricky Tomlinson with Farm Foods while Kerry Katona became the face and body of Iceland, and of course Tesco have hired a host of stars over the years including Barbara Windsor, Jane Horrocks and Terry Wogan.