Sainsbury's announced today that it is ending its partnership with Jamie Oliver.

Jamie Oliver parts company with Sainsbury’s

Sainsbury’s announced today that it is ending its partnership with Jamie Oliver.

Jamie Oliver parts company with Sainsbury's

The supermarket’s 2011 Christmas advertisement campaign will bring down the curtain on the 11-year association between it and the celebrity chef.

Oliver was reportedly paid £2m a year to act as the face of Sainsbury’s, with the retailer saying today that the relationship had been one of the most successful the food industry had ever seen.

It has extended over 100 television advertisements and numerous behind-the-scenes projects.

Sainsbury’s said the decision to part had been made because both parties felt that it was 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.

“Jamie has been an excellent ambassador for the Sainsbury’s brand over the last 11 years,” said Sainsbury’s CEO Justin King, “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.”

Oliver commented: “It’s been a fantastic 11 years and together we’ve achieved some great things. 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.”

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