The star of Channel 4's 'Jamie's Kitchen', who is reputedly paid half-a-million pounds a year by the UK's number two supermarket, will continue as the face of Sainsbury's in television and radio ads, and will also step up his work consulting on new product ranges.
Later this month, he will launch a selection of Taste the Difference extra-matured fresh beef products.
Oliver's endorsement in ads created by Abbott Mead Vickers BBDO has delivered 拢1.12bn in incremental revenue, making the campaigns featuring him 65% more effective in adding sales than previous ads and increasing shareholder value by 拢1.76bn, according to ad industry executives.
Oliver was signed by Sainsbury's deputy managing director Sara Weller. The former Mars and Abbey National marketer is credited with transforming the supermarket's image and has become only the second woman to join the board in the chain's 132-year history.
The TV chef's credibility was boosted last year after Channel 4's fly-on-the-wall documentary, which followed his attempts to train disadvantaged teenagers to cook at his new restaurant 15.
Sainsbury's Bank, a joint venture between the chain and Halifax Bank of Scotland, which also uses Oliver to front its advertising is reviewing its 拢4m media planning and buying account, currently held by Universal McCann Manchester.
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