In the first spot in the series, created by Abbott Mead Vickers BBDO, Oliver is shown visiting suppliers in Naples, testing the quality and authenticity of the produce.
Oliver's deal with Sainsbury's is reported to be worth 拢1.2m, more than double the amount he is understood to have received for his previous year's contract. It will see him appearing in television and radio ads, as well as working behind-the-scenes with the supermarket's new product team.
According to Oliver: "Working with Sainsbury's gives me the chance to reach and inspire millions of customers with fresh new ideas on making the most of Sainsbury's top quality foods and ingredients."
His first ad for the supermarket chain appeared in 2000 with a spot that showed Oliver creating a spicy prawn curry for his friends. Sainsbury's says that as a result sales of some ingredients rose by as much as 900% during the six weeks that the ads ran.
Last year, Oliver backed the launch of Taste The Difference 21-day aged beef, which was one of the most popular products launched by Sainsbury's in 2003 and now accounts for nearly 10% of beef sales.
Oliver is also credited with generating 拢1.2bn revenue via his endorsement for the supermarket. He has now appeared in 65 different ads for Sainsbury's, although the relationship has had its hiccoughs, notably when Oliver's wife Jools was pictured leaving Waitrose laden down with shopping bags.
Dominic Rowell, national advertising manager at Sainsbury's, said: "Jamie is enormously popular with our customers. Whether it's through ads or products ranges, his passion for food and energy have managed to grab and maintain consumer attention."
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