Over the past six years, the cheeky TV chef has appeared in 100 Sainsbury's TV ads, created by its longstanding agency Abbott Mead Vickers BBDO.
The most popular being the launch ad for the "Try something new today" campaign, which featured Oliver sprinkling nutmeg over traditional spaghetti bolognese.
The ad attracted sales volumes so high that the supermarket had to order two years' worth of nutmeg to fulfil customer demand.
Similarly, last year asparagus sales rose faster than any other vegetable, climbing 290% compared with the previous year, following Oliver's endorsement.
As well as appearing in the ads, Oliver will continue to work behind the scenes with the supermarket's food development team.
The cookery icon was recently voted the most influential figure among the middle classes in 2006 by a new report identifying different types of consumers.
Helen Buck, Sainsbury's brand director, said: "Jamie's passionate but down-to-earth approach to food is the perfect centre piece to our 'Try' advertising campaign, which is all about putting the fun back into cooking with easy hints and tips.
"Our customers agree as our research shows thousands of them are taking inspiration from Jamie's ideas and trying them at home.
"We're looking forward to continuing the great work he does with us."
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